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Case Study Detail
KELLOGG'S SPECIAL K RED BALL
KELLOGG SALES & MARKETING CO. (UK) LTD
Techniques
Self Liquidating Promotion
Agency
BLUE CHIP MARKETING INTERNATIONAL LTD
Background
- Special K is one of Kellogg's power brands with a target audience of AB shape conscious women aged 20-44.
- Following consumer research the brand was shifting its position from 'health & beauty' to 'shape management'.
- As the most high profile brand within its sector it is premium priced and has many competitors offering health credentials at a lower cost.
Objectives
- To reinforce the 'shape management' positioning and credentials for the brand
- To offer added value to consumers via a powerful SLP offer.
- To drive sales in the face of strong price competition.
Strategy
- To target current and lapsed Special K consumers within the shape conscious ABC1 20-44 year old female age group.
- To identify the latest trend in shape management to hit the UK before it became mainstream, seize the territory and claim ownership for Special K.
- To develop a related shape-management premium offer that would deliver real value to consumers.
Summary
- To target current and lapsed Special K consumers within the shape conscious ABC1 20-44 year old female age group.
- To identify the latest trend in shape management to hit the UK before it became mainstream, seize the territory and claim ownership for Special K.
- To develop a related shape-management premium offer that would deliver real value to consumers.
Elements
- Development of premium.
- Lucy Knight contract.
- Video production.
- TV advertising.
- Press advertising.
- Design.
- Print.
- Posters.
- POS.
- Purchase of premiums.
- Handling
- Promotional website.
- Fitness demonstrations.
- In-store competitions.
- E-mail campaign.
Mechanics
1. PREMIUM
- The offer was available in the UK and ROI.
- Each promotional pack carried one Exercise Ball & Video token and an application form.
- Consumers submitting two of these tokens and a cheque for £9.99 (17.80 Euro for ROI) received the premium within 28 days.
- A cancellation facility allowed consumers to return the items within 7 days of receipt and claim a full refund.
- The pack and instructions carried safety warnings relating to the unsuitability of the premium for people with certain medical conditions and for children under the age of 36 months.
- The pack also warned that the premium should not be used as a flotation aid.
Materials
- Design.
- Print.
- Promotional packs.
- Posters.
- Exercise Balls and pumps.
- Videos.
- Instruction leaflets.
- POS.
Results
- Exercise balls became THE fitness trend of 2003 and are now standard in gyms and fitness clubs across the UK.
- Over 100,000 consumer applications were received equating to a 1.25% response (3 times the industry average).
- 18,000 consumers participated in demonstrations and competitions in-store.
- The campaign delivered high value with a premium worth £25 available for only £9.99 + 2 tokens.
- Time sales of Special K increased by over 1% during the promotional period.
- In-store promotion delivered a sales uplift of 29% week on week.
Awards
- Awards ISP Gold Award winner 2004: Premiums and Character Merchandising.
- ISP Bronze Award winner 2004: Free & Self Liquidating Mail-in Promotions.