THE APG CREATIVE PLANNING AWARDS 1999: Special Award - Chair’s Award for Planning Craft Skills/Sponsored by AQRP

GOLD

Title: Kellogg’s Special K

Agency: J. Walter Thompson

Author: Jason Chebib

Creative Director: Jaspar Shelbourne

Art Director: Joanna Dickerson

Copywriter: Richard Spencer

Client: Kellogg’s

Product: Special K

In the world of weight-watching, ’low calorie’ and ’dieting’ are out,

’fat-free’ is in. Special K wanted to keep its position as the cereal

that keeps you slim, so planning identified another motivating message:

attractiveness to men. It went on to develop the idea of using men’s

inability to understand women’s motivations.

Special K is a great example of one of the classic planning craft skills

- the dogged mining of consumer insights. The planner’s understanding of

the role and importance of men in the female consumer’s world led to a

prescriptive brief to the creatives and a significant nudge to a

long-running campaign’s consumer relevance.

This article was first published on Campaign