The "Look Good On Your Own Terms" campaign that ran for Special K in 2000-01 got noticed and awarded, but it did not drive sales. When JWT won the business in 2002, the brand was suffering through five years of sales declines.

The challenge was to leverage Special K's "Shape Management" equity in ways that would connect it more directly to the product and act as a strong platform for line extensions. Our new "Keep It Simple" idea was a perfect fit. It resonated powerfully with women, it gave them a reason to buy Special K and it provided a strong base for new products. "Keep It Simple" has now been brought to life through equity building spots for the base brand, inspired the "Special K Challenge" spots that feature Carson Cresley and guided the tremendously successful New Years resolution in-pack promotions that have been delivered over the last three years. We knew that kids loved getting stuff in their cereal boxes, we were right in assuming that women would too!

Since the launch of "Keep It Simple" Special K has enjoyed double digit growth, significantly increased awareness and penetration, and successfully launched a number of line extensions. The campaign has driven Special K to #2 in its category in Canada.

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