The Kellogg's "Special K" commercial campaign promotes the Special K cereal brand. The campaign's main message is that eating Special K will help consumers lose weight and maintain a healthy lifestyle or attain the perfect figure, especially for women. The target audience is predominantly working class women who want quick, healthy meals and want to lose weight. The campaign uses television commercials, billboards, posters in fitness classes and stores to reach this audience. The ads portray thin, attractive women eating Special K and achieving the message. Special K has been a great success for Kellogg's over many years according to statistics, gaining more customers.

1. Kellogg’s ‘special K’ commercial
campaign’
Kellogg’s has created a several commercial campaigns and I have decided
to analyse the ‘Special K’ campaign which is part of the Kellogg’s industry.
message
The main message of the campaign is to promote the product ‘Special K’
cereal. They put the message to its viewers that by buying this product,
you as a consumer will lead a healthy life, and for women, you will gain a
perfect figure after a while of eating this cereal.
All their adverts and strategies for their campaign all
convey the message that eating ‘Special K’ will help
you lose weight and help with your diet. The product
itself has all the vital nutrients needed and this
information is also used on the advertising.
The product comes in various different forms and
flavours. For example: you can get a strawberry
cereal bar, which is quick as includes everything you
need, or you can get a fruit cereal to keep you running
from the start of the day.
audience
The target audience for this campaign is predominantly
women; Working class women who want quick healthy meals,
and women who aspire to be thinner and lose weight.
We can see this through there campaigning techniques as a
women is always present and is modelling the ‘Special K.’ We
can see that all the women that they use are normal women
which shows the reader that anyone can look this good with
the help of ‘Special K’.
The main methods used in this campaign to reach out to the target
audience, is the use of TV adverts, billboards near supermarkets and big

2. screen in large stores. They also use posters which may be displayed in
fitness classes and anywhere where it may be useful for the public to see
and places where it may have more of an impact.
methods
1. TV Commercials
• The women in the adverts are dressed in bright colours, i.e. –
red, so that she stands out from the white background and
red is seen to be sexy.
The women is portrayed as a sexy, slim, healthy looking
women which given the viewers the idea that if you eat this,
you can look this gorgeous.
• The advert uses catchy phrases to grab the attention of the
viewer, the letters are bold and bright so it stands out
• The advert does not have much text making it short and
snappy in order to get the main message across though
imagery and narration.
• Most of the adverts last up to 25-30 seconds
• The women in the adverts are dressed in bright colours, i.e. –
red, so that she stands out from the white background and
red is seen to be sexy.
2. Posters near bus stops and on billboards
• Posters are simple and eye catching due to the colour and
the contrast of red and white
• The use of images – sexy, good, looking women, posing with a
‘Kellogg’s’ bar.
• Catchy phrases so the product will stick in the viewer’s mind
and they will remember this product.
All their commercials and posters are all portrayed in public places which
then allowed more people to view the advert more than once which gets
the message into the viewer’s mind. Putting a poster up near a bus stop is
very effective as many people are present at a bus stop and as they are
waiting for ages they will be staring at this billboard and the ‘Special K’
message will be stuck in there head.

3. A TV commercial is as effective as the majority of the population watch
TV and the TV can often persuade us to buy certain items. So if this
product is displayed on TV at the right times and enough people watch it,
the product will sell very quickly as more and more
success
The Campaign has been running for many many years, and this product
itself had been a great success over the years gaining more and more
customers.
Statistics and surveys show that women have started to consume ‘Special
K’ due to the way it makes them feel. Their breakfast has been one of
their greatest successes as it is seen to be one
of the healthiest breakfast’s out there for
women. Stories on their success and more
information about the product itself can be
found on the Kellogg Special K’s website.