How the voice of consumers impacts the brand managers...

Special K brand managers’ over the time… 

As we already mentioned previously the brand manager of Kellogg’s Special K Laura Bryant (see profile http://www.brandrepublic.com/opinion/893185/) has launched a new campaign last New Year called Special K Challenge.  

But before this new project, in 2008 the company has decided to answer the consumers's need creating a new website for the UK market in slimming challenge. Coordinated by Laura Bryant the Shapemate website has offered free personalized slimming and fitness plans, along with a shopping list creator, live blogs and groups that slimmers could join. The main goal was to establish a long-term healthy lifestyle to keep the weight off and stay healthy.

 

In 2009, the main objective for Laura Bryant and her team was to reposition the Special K cereal as a long-term weight management aid rather than as a quick fix to lose weight. They have decided to use the strapline “dare to wear red” as the brand encourages women to be more “body confident” and in control of their weight. 

 

In this video we clearly see the difference compared to the above video. Here women talk with natural women. Ok you go on the scale but after that you enjoy the cereal, laugh with other girls, you discover some clothes… The slogan “What will you gain when you lose” is taking form, our weight is the second priority – the first one is to be proud to be a woman as we are! 

To reinforce this campaign, they have decided to create a partnership with Glamour the most selling glossy women magazine. Laura Bryant commented, "This deal with Glamour is a fantastic opportunity for us to bring the Special K girl to life throughout the year and reach our target audience of shape watching women every month. We feel the Glamour readership will relate to the Special K girl's life as a shape manager, and it allows us the opportunity to develop a much more personable and interactive relationship with our consumers."

Maria Donaldson, Sponsorship Manager, Carat Sponsorship, said, "We've designed this fully integrated partnership with Glamour for Special K to create a credible platform in which to engage with women who want to look good, giving us leverage to communicate the benefits of Special K in this arena. Glamour is the ideal partner with which to achieve our objectives here."

To go further, in 2012 Special instituted a National weigh in day early January 2012 when all women focus on their “new challenge” for the next year! "As 2012 rings in, we all know people all over the world will be making New Year's resolutions to lose weight," says Yuvraj Arora, Kellogg Company senior director of Special K.

Special K has decided to launch new tools online to keep women in the right track; while during the National Weight Day women are allowed to share their goals and encourage the other ones via media sites such as Facebook or Twitter. Women living in New York City and Los Angeles areas are invited to live events on National Weigh-In Day, where they can step on a scale and see messages about the emotional benefits they can gain from achieving their weight-management goals.

Nestlé Fitness breakfast cereal

“NESTLÉ FITNESS breakfast cereal helps you shape up your lifestyle.” The main word here in the sentence is SHAPE UP. It definitely aims at consumers that would like find a “sweet” partner in their diet program. Brand managers have oriented their actions towards a dynamic and sportive image of the brand for active people looking forward a nice body shape. 

Fitness has introduced a Zumba Fitness course for any consumer of the cereal!

Here is the best event that Fitness could have organized to play with the emotions of its consumer: inviting them to a Zumba class being part of the “Shape your Lifestyle Event”

Help is on the way ladies as cereal brand Nestlé Fitnesse introduces the Zumba Fitness Dance, a quick and certainly fun way of getting fit and promoting a healthy lifestyle.

To launch this new partnership, Nestle Fitnesse mounted the “Shape Your Lifestyle” event at Top of the Citi Restaurant by Chef Jessie in Makati City. 

When they arrived at the event, attendees first enjoyed a breakfast of Nestlé Fitness cereals choosing from Low Fat Whole Wheat, Honey & Almond and Fitnesse & Fruit variants. It was the perfect time for JP Bayangos, Adult and All Family cereal consumer marketing manager, to impart the healthy benefits of cereal to the diet, including lowering cholesterol, providing fiber, as well as vitamins and minerals then it was time to Zumba!

After the class, the participants were attending a cooking class with the talented Chef Jessie Sincioco who incorporated Nestlé Fitnesse cereals in her recipes. Imagine Baked Whole Wheat Crusted Chicken Supreme in chimichurri sauce, served with steamed vegetables in season; Nestle Fitnesse & Fruits with Mesclun greens and a raspberry vinaigrette dressing; and Mango Yoghurt Cheesecake with Nestle Fitnesse Honey and Almond crust.

Lunch was the perfect example of how Nestle Fitnesse can make a yummy meal alternative for those looking to shed a few pounds or to simply look and feel great be it in jeans or bikinis. To kick start a healthier lifestyle, the cereal brand also introduced the 14-day program (called the 14 days challenge), which is a meal plan that uses the cereal as a replacement for usual breakfast and dinner menus.