When we have a quick look at the nutrition label facts on both Fitness
and Special K cereal box, we can observe that the two brands differ in terms of
“calories” and “dietary fiber”, however the difference is barely noticeable as
the labels should be analyzed with special attention; therefore we can easily
deduct that the two brands are playing on other motivations and emotions of the
customer.
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| Special K |
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| Fitness |
Let’s start with Special K belonging to Kellogg’s group.
While most Kellogg brands are consumed about equally by men and women,
Special K focuses on women, who represent about 65 percent of its consumers.
“At the beginning it was more of a brand that targeted men and women”.
“But for the last eight or 10 years, we’ve focused primarily on helping women
with weight loss. It’s a very in-the-know brand for women.”
Recently, Special K is focusing on the emotional benefits (happiness, confidence, sense of
achievement) that the consumers can get while following a diet regime
rather than the absolute number of pounds shed.
Special K seeks to inspire more positivity and less guilt where weight
is concerned, with the intention of helping consumers to stick to their goals.
This approach may help consumers that have failed previously with diet
regime in the past.
Special K has announced recently a new campaign entitled "What Will You Gain When You
Lose?"
The objective of the campaign is to encourage consumers to look beyond
the weight that they are actually losing and instead think about how the
process of losing weight makes them feel. The company hopes that this approach
will have an encouraging effect on those consumers who struggle to maintain a
strict weight management regime.
Mylene Pollock, creative director for Special K at the
Leo Burnett agency, told MediaPost: "The Special K Challenge provides the
kick-start that women are looking for in January, but this campaign's approach
recognizes that for most women (and men, for that matter) weight loss and
maintenance are a 24/7 journey. Shifting the focus to how you want to feel
provides the ongoing, positive motivation to take the longer view, including
getting back on track when those inevitable missteps occur."
A Special K survey revealed that 75 percent of
women said they aim to gain confidence by managing their weight while eating
Special K cereal.
At the same time, more than 63 percent of women find
that personalized meal plans offered by the Special K make diet regime easier
to follow.
Let's have a look now on Fitness cereal belonging to Nestlé group.
Recently, after deep market research Nestle announced: ‘We want to grow
from the respected and trustworthy food company that we are known as now, into
a respected and trustworthy food, nutrition and Wellness company’.
For Nestle, “Wellness” embodied the concepts of healthy foods, fitness,
and vitality.
One of their brands
that represent the most this vision is for sure Fitness cereal.
Fitness breakfast cereal helps women
manage their line in a sensible way in over 50 markets worldwide. Fitness helps
women not only takeoff weight but also to keep it off as it is made with whole
grain. The target market is younger women who are trying to
achieve their fitness goals. If most of the women are buying Fitness is due to
their extreme care to their physical appearance and wants to combine both the
pleasure of the cereal with their fitness program.
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| Fitness slogan |
Fitness cereals seem to be the best coach you can have to support you
during your diet regime. Here, what is different from Special K is that Fitness’
consumers are more willing to change their physical appearance whereas Special
K’s consumers would like to gain confidence and emotional benefits.
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