Special K is telling women (and pretty much everyone) to ‘Own It’ in the brand’s new TV commercial taking on female empowerment. The brand has been selling joy, independence, and wellness for a few years now, instead of diet-focused messaging like its competitors. The ‘Own It’ messaging is promoting women’s confidence in their daily lives and owning their choices when it comes to what they eat:
‘Women are amazing. We run marathons, companies, and solve problems. How do we do all these amazing things? We eat!”
The powerful messaging is crafted to show how women are the ultimate jugglers and with the help of Special K, women are unstoppable. The campaign is a dramatic shift for the brand, who’s messaging has largely been focused on weight loss. The new campaign leads more of a conversation about the power of body confidence and the importance of inner strength versus numbers on a scale. It was an important creative move for Kellogg, women’s attitudes toward health and wellness are changing and the brand needed to stay on trend. Brand messaging has the ability to positively impact an individual’s life and for a brand like Special K, can also offer good food with healthy ingredients. The spot promotes some of Special K’s healthy ingredients like almonds and quinoa, but also promotes how we can still all enjoy the deliciousness of indulgences of chocolate. ‘Own It’ is a commanding creative spot that (hopefully) is just as influential for female empowerment as it is for product promotion.