Campaign details
Brand: Special KBrand owner: The Kellogg CompanyEntrant company: Leo Burnett Chicago, ChicagoIdea creation: Leo Burnett Interactive, ChicagoMedia: Starcom, ChicagoPR: Weber Shandwick, ChicagoMarket: United StatesSector: Breakfast cerealsMedia channels: Online video, Print - general, unspecified, Radio & audio, Social media, Television, Websites & micrositesBudget: Over 20 million
Executive summary
For 20+ years Special K had been defined by the "Special K Challenge." The primary message: "Drop a jeans size in 2 weeks." The message worked when health meant dieting. But perceptions...