The relationship between the consumer and the brand

The ultimate goal of a brand is to make the consumer engage with the brand on a functional and even emotional level. Different tools can be used to create this relationship.

The tribal marketing is one of them: the consumer has the feeling that he/she is part of a family. Special K developed a website page where consumers can exchange advices, experiences or recipes.

Then, the brand also created a website named MySpecialK in which you can benefit from personalized advices depending on your weight, age, tastes… Experts can help you through a personalized program in order to lose weight and feel comfortable in your everyday life.

Moreover, in order to make consumer loyal the brand also created a co-branding with Nivea. This way, Special K can benefit from Nivea consumers and awareness. Both brands are stronger using the positive aspect of the other one.