Kellogg's Special K wins Gold at the PMAA 2012

Kellogg’s Special K, the no.1 brand for Kellogg’s globally, emerged victorious at the Promotion Marketing Awards of Asia (PMAA) 'The Dragons of Asia' 2012, bagging the gold award for its ‘Small change, big compliments’ campaign. The PMAA is an annual affair, recognizing the best marketing campaigns across all categories in Asian countries.

 

Through this campaign, brand ambassador, Lara Dutta, served as an advocate to champion a small habit change of eating breakfast, like a bowl of Special K, every day. Women were encouraged to eat breakfast in order to manage their weight rather than skipping - a refreshing message not previously communicated to shape conscious females. This led to their proud husbands complimenting them more often, therefore fuelling their desire to look good and feel special. The campaign reiterates the fact that making a small change will ultimately lead to big compliments.

 

As part of the strategy, women were urged to modify their lifestyles through eating breakfast daily, having healthy well balanced meals and leading an active lifestyle. Special K was offered as a tasty, low-fat breakfast option. This insightful communication resonated with SEC A/B 25-35 years women, highlighting how they could look and feel their best, be special and shine every day, not just at social occasions. It successfully created a paradigm shift in weight management for women by transforming the journey of denial and compromise to a pleasurable and rewarding one.

 

Vikram Bahl, Marketing Director, Kellogg India, says, “It is an overwhelming experience to see Kellogg’s Special K reach new heights and set new industry benchmarks. Winning the gold award at the PMAA 'The Dragons of Asia' 2012 is indeed a great honour and we humbly accept this achievement with the aspiration to keep bettering ourselves. We are proud to see an immediate impact with the sales jumping up sharply when the campaign broke. The communication was an integrated approach with different mediums playing pivotal roles in strengthening the brand proposition. Riding on the insight that compliments from her loved ones are what keep her going and encourage her on her weight management journey, the strategy remained focused on the ultimate pay-off of looking and feeling good.”

 

Speaking on the TVC for the campaign, Nandita Chalam, Vice President & Executive Creative Director, JWT says, “Lara Dutta was seen as the perfect personification of the brand’s values and identity. Having a sound philosophy of healthy eating and exercising herself, she played the ideal motivator for women across the country as they related to her giving her the status of a role-model. The TVC created a strong emotional connect and positioned Special K as an everyday weight management partner. We had Lara Dutta acknowledging that the secret to her great shape was eating breakfast like Special K.”

 

The campaign ran through the entire year of 2011 divided into two main phases comprising of TVCs, print advertorials, mobile applications, innovative tie-ups and on-ground events.