Kellogg has brought to America a campaign that first launched in Canada and then Australia. The campaign for Special K cereal, “Own It,” calls for women to ditch self-doubt around body image and own what they eat and how they exercise.
All types and shapes of women are portrayed in marketing videos. In the U.S. launch video, woman are seen talking about running marathons, companies and solving problems explaining that they can do all these things because they each Special K.
The campaign kicked off in Canada in September 2015 and was inspired by the insight that each day 97% of Canadian women have a moment when they hate their bodies. The brand also wanted to be more relevant to the masses of consumers joining the health and wellness craze. By December 2015, sales of Special K had grown 6%.
The initial “Own It” launch video has been viewed close to 5.8 million times.
Based on that success, Own It debuted in Australia in 2016 tapping into those same insights that it has also applied to the Special K campaign in America. It’s being marketed on social and in stores using the #OwnIt hashtag.
Watch the U.S. launch video:
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