Special K adapts its Canadian #OwnIt campaign for Australia via J. Walter Thompson, Sydney
Kellogg’s Special K is embracing a new attitude to transform itself with a new campaign adapted for Australia via local agency J. Walter Thompson Sydney.
Dubbed #OwnIt, the new Kellogg’s Special K mantra celebrates women, by encouraging them to ditch the doubt and focus on what they can actually change, versus getting hung up on the things they can’t. The brand wants to inspire realistic and positive change for women on their lifelong journeys to be their best selves.
The marketing initiative kicked-off with a 60 second TVC during the Australian Open Tennis Finals tonight and will extend across digital platforms, search and social media to deliver an inspiring rallying cry for women to own it all.
Says Tamara Howe, marketing director, Kellogg’s Australia: “We know that attitudes towards health and wellness have shifted dramatically in recent years, but there is still a degree of self-doubt that many women are grappling with. Our study has shown that 7 out of 10 Australian women have an ‘I hate my body’ moment every single week. That’s way too many.
“The new #OwnIt campaign aims to counter that negativity. While we may not be able to eliminate self- doubt for women, we can be her ally in the fight against it by focusing on what women love about themselves and have the power to change, and becoming an advocate for body confidence and inner strength.”
Special K has also partnered with body image experts Body Positive Australia, to bring to life a series of workshops throughout 2016 to support women with their #OwnIt journeys and to find their inner strength.
The Special K #OwnIt campaign was developed by Kellogg in Canada. It launched in September 2015 and has continued to spark conversation amongst Canadian women. It has been adapted for the Australian market, following new proprietary research undertaken with Australian women in early 2016.
The Australian campaign is grounded in the insight that 7 out of 10 women have an ‘I hate my body moment’ every single week. These moments can lead women to fixate on the negative, rather than focus on what they love about themselves and the things that they have power to change.
The Kellogg’s Special K #OwnIt program will be supported by a multi-channel integrated marketing, advertising, social media and public relations program. The #OwnIt story will be told across multiple touch points and is designed to be disruptive, impactful and compelling — sparking an important conversation with Australian women.
Key campaign elements include:
- Television: the 60 second brand purpose TVC will launch within the Australian Open Tennis finals across all five metro markets; a move to ensure the campaign makes the most impact and maximises reach in one of the premium events on Australian TV
- Digital: the digital 60 second OLV will be placed within News Lifestyle and Glam digital networks, both high reaching platforms for women aged 25-54. To fully showcase the content, YouTube TrueView will be utilised, also targeting women 25-54
- Photography: real Australian women will be photographed in a candid black and white style by renowned photographer, Toby Burrows
- Broadening the conversation: Special K will look to share powerful images and ideas to get people talking about #OwnIt via a robust social media program on Facebook and Instagram
- Workshops: Special K will run a series of workshops with Body Positive Australia to support women with their #OwnIt journey and finding inner strength.
An integrated, multi-agency campaign, Special K Australia’s #OwnIt is supported by Mindshare – which is managing media buying and placement – and Liquid Ideas which is responsible for influencer engagement and public relations.
Kellogg’s Australia Marketing Director: Tamara Howe
Kellogg’s Portfolio Manager – Power Brands: Janine Brooker
Kellogg’s Brand Manager – Special K: Joanne Doran
Kellogg’s Assistant Brand Manager: Sarah Montile
12 Comments
This ad is a joke and an insult to women’s intelligence.
Until now they’ve been peddle skinny women in red dresses and now they’ve decided to about-face. This ad makes me think of this famous quote.
Advertising is the rattling of a stick inside a swill bucket.
George Orwell
I don’t hate it or love it, but I’m not the target. I’d seriously like to know what women think about it.
It feels like the planners and researchers bypassed the creative department and went straight to the film production company.
97% of Canadian women have a ‘I hate my body moment’ every single day.
70% of Australian women have a ‘I hate my body moment’ every single week.
I bet those researchers were trying bloody hard to get that percentage as high as they could.
On first watch it’s really nice and empowering, but knowing what Special K have done before it makes me feel a bit yucky.
I think we can all agree spots like this, across multiple FMCG categories, are being driven by the marketers and their desperate quest to shelter themselves from actually making a tough marketing decision.
Sure, the Agency (via their planners) oblige, but marketers should be looking at product innovation and value for the consumer. Get that right and the advertising comes easy.
I find #own it , the exact message for all. Own your body, own your choices, own your activities…and live your life with gusto…love yourself . I personally
Iove the original add…tell the voice in your head to shutt up….
It’s a cereal I eat for breakfast. How does this now own my lifestyle choices?
This is a weak, lazy, ham-fisted attempt to jump on a cause and I hope it backfires stupendously. I really hope the client likes the ad they wrote because this has none of the charm, wit, empathy, compassion or heart required to make it work that a skilled practitioner would have injected into it.
I’m with b. This is a zero.
Lots of big words to say Kellogg’s wants to dump their international ‘creative’ in Australia
Umm. Why did they include two women kissing in the add? What does this have to do with Breakfast cereal? This add is shown on free to air tv at any time of the day when young children will be viewing TV. That component of the add is inappropriate advertising what is it advertising is it women kissing women, or cereal that any one on the planet might choose to eat for breakfast?
Oh, gosh! Do most of this people really don’t understand that an ad may introduce people to new ways of thinking and acting?
A cereal ad don’t need to only show people eating cereal and stuff. It can shows a trademark new intention towards the companies beliefs or values (or, even if it’s fake and only a mkt strategy, stimulate people on “thinking out of the box”.).
The ad is GREAT, respects diversity (what’s the problem about kids seeing two women kissing?) and talks about a global matter regarding women lives that is the constant force to fit us into the same mainstream shapes, making women worry more about appearance than they need and sometimes suffering because of it.
Congrats, Kellogg’s! You’ve done it right. Live what your ad shows! Don’t let it be only a piece of marketing.
Women don’t need to be told they have “I hate myself” moments. This actually encourages negative body image. Pathetic! I can honestly say that I love my body and this sort of advertising ensures I stay away from the product.