Kellogg's and M&S join forces to sell the Special K red dress

Wed, 07 Apr 2010 10:59:11 GMT

Kellogg's has signed a deal with Marks & Spencer to create the first ever Special K red dress to go on sale to the general public.

The dress will be available in M&S stores and online from the end of March and is a unique agreement for both UK brands.

Special K, which is the largest cereal brand in the UK with sales of £120 million, is famous for its iconic advertising featuring the 'Special K girl' dressed in red.

The venture into fashion by Special K, which celebrated its 50th anniversary last year, is a commercial first for the brand which is targeted at shape watching women.

Greg Peterson, managing director, Kellogg's UK Marketing & Sales, explained: "Special K consumers have been asking us for years where they can buy the dresses featured in our advertising and this partnership with M&S has given us the opportunity to finally be able to offer women the chance to do so.

"The marriage between Special K and fashion is a natural fit - linking up with M&S has given both brands a unique commercial opportunity to joins forces to meet the needs of both our consumers."

M&S announced in November last year that it was to roll out plans to stock branded FMCG goods at its stores nationwide - including Kellogg's Special K.

A spokesperson from M&S said: "The M&S red dress is an extremely versatile summer essential which can be dressed up or down and is sure to flatter any figure. The Special K dress has become a fashion icon in its own right so we are proud to be the first retailer to offer this famous dress to customers."

The Special K red dress at M&S is featured on pack and is worn by the Special K girl in the cereal’s latest £3m "Love Your Summer Shape" advertising campaign and will be available at selected stores throughout the UK and online.

About the Kellogg company:
Since William Keith Kellogg filed the papers that officially incorporated the Battle Creek Toasted Corn Flakes Company on 19th Feb 1906, the Kellogg Company has been driven by the philosophy that an improved, balanced diet, starting with a healthy breakfast, leads to improved health.

The Kellogg Company is now the most successful cereal manufacturer in the world and offers nutrition advice and tips as well as a BMI calculator.

Glamour partners with Kellogg's Special K in year-long carat deal

Fri, 26 Feb 2010 14:31:15 GMT

Glamour and Glamour.com has announced a major new partnership with Kellogg's Special K running through 2010, managed by Carat Sponsorship.

The biggest selling glossy women's monthly and its digital site will be working with Kellogg's on a fully integrated long term promotional campaign, bringing the Special K girl to life, and positioning Special K as the cereal of choice to manage readers' shapes.

Launched in the March issue of Glamour and running as a 3 page promotion in every issue this year, the magazine will publish the diary of the Special K girl; what she's has been up to, how she is staying in shape, what she is looking forward to, all the time inspiring readers to look and feel great all year long. There will be a live interactive diary running simultaneously on Glamour.com for 10 months, timed to launch with the March issue hitting newsstands, enabling users to keep abreast of Special K girl's busy life by flipping through the electronic entries. Users will also have the opportunity to enter a competition every month online. The campaign creative across both mediums will reflect the changing seasonal activity in the life of the Special K girl, highlighting the variants on offer in the Special K range and its year-round role in positive eating.

Simon Kippin, Publishing Director for Glamour, added, "This long-term campaign recognises the strong reader relationship our magazine and website can offer a client, communicating with a large group of hard-to-reach consumers who see Glamour as a trusted source of advice. The commitment from Special K through the year allows a strong evolving message to develop and grow for maximum impact."

Laura Bryant, Brand Manager for Kellogg's Special K, 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."

Glamour.com currently supplies advice on this season's fashion must-haves to make the most of its readers' shapes to the Special K website, and this year long print and digital campaign further reaffirms the synergy between the brands.

About Glamour:
Glamour magazine is the biggest selling glossy women's monthly in Europe. With a significant number of Awards under its belt, as well as being recognised as a publishing phenomenon having introduced the 'handbag size' to the market in 2001, it consistently delivers its winning formula of feel-good attainability with fashion, beauty and celebrity news and glossy high-end values. The market leader in its sector, Glamour's ABC is currently 515,281 (July - December 2009).

Kellogg's report finds Monroe not Moss is the ideal figure

Thu, 23 Jul 2009 17:05:35 GMT

According to a new report from the Kellogg company, a massive 60% of British women say they are actually 'fruit-shaped' apple and pears but over two thirds of the nation are desperate for the classic Marilyn Monroe-esque hourglass figure.

In a landmark study to celebrate the 50th anniversary of Kellogg's Special K*, it was found that the ultimate slimming goal for women is no longer being the 'Perfect 10' but to get a curvy hourglass shape.

Regardless of whether they were 25 or 55 the hourglass figure personified by the shapely Nigella Lawson resolutely remains the body shape the majority of women aspire to. In fact, just 7% yearned for the boyish and shapeless body made famous by the likes of Twiggy in the sixties and Kate Moss in the nineties and the noughties.

With over 35% of the nation's women confessing they are apple-shaped - a shape characterized by an undefined waist - and just 13% possessing an enviable hourglass figure - it seems shape not size is what matters most to women these days.

The research by Special K revealed women are taking their inspiration from curvy celebrities in the media too. While the sensuous hourglass curves of Nigella topped Special K's inspiration index, Dame Helen Mirren was voted the second biggest 'body booster' - becoming an inspiration to millions after being photographed in her bikini last year, and Dame Judi Dench came in third.

Key body shape boosters include seeing shapely women on TV rather than size zero models, curvy celebrities with hunky boyfriends (such as Charlotte Church and Gavin Henson), and older actresses such as Helen Mirren 'baring all' for nude scenes.

Laura Bryant from Special K said: "The report shows that women's attitudes to slimming over the last 50 years have changed along with their figures. It seems British women have lost their waists but now they are demanding them back. They are more concerned about getting a curvy hourglass shape like their grandmothers instead of being the perfect size 10 which shows a marked shift in attitude from the 80's and 90's when success and failure when slimming was benchmarked against fitting into certain sized clothes."

To help people achieve their ideal shape for the summer and beyond, Kellogg's Special K has created ShapeMate, an online tool which allows users to create their own free personal plan and delivers expert advice tailored to meet individual needs. The Kellogg’s site also features a BMI calculator to help people understand if their body mass index, a measure of a person's height versus their weight, is in the ideal range or not.

Notes to Editors:
* Survey by Tickbox across 2,000 women across the UK.

About the Kellogg company:
Since William Keith Kellogg filed the papers that officially incorporated the Battle Creek Toasted Corn Flakes Company on 19th Feb 1906, the Kellogg's company has been driven by the philosophy that an improved balanced diet leads to improved health.

The Kellogg company is now the most successful cereal manufacturer in the world.

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Kellogg's and M&S join forces to sell the Special K red dress

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