Kellogg’s
Leo Burnett, our partner agency in Toronto, developed a new campaign for Special K entitled Own it. For this brand, which traditionally focused on weight loss, it was a big turning point. The new approach was conveyed by real consumers, and sought to encourage women to stop doubting their body image.
WHAT WE DID
- CREATIVE ADAPTATION
80% OF THE EMPLOYEES’ KIDS AT MARTEL EAT KELLOGG’S CEREAL DURING THE WEEK
OUR SOLUTION
We wanted to give this new approach a Quebec flavour. Ideas developed for the English-speaking Canadian market don’t always connect with the Quebec market. The expression Own it and everything it conveys was not easy to express in French. We also had to communicate the role of the brand unambiguously in French (Special K, a brand tailored for women who struggle against a lack of self-confidence with respect to their body image). Only our creativity could make this adaptation as impactful in French as it was in English. A straightforward translation would have caused the campaign to fail. After exploring several themes, each tested on each piece of communication to ensure the correct tone and success of the message in our language, we settled on a final version and our mission was accomplished.
THE RESULT
This campaign was very well received, both in its original version and in French. But when a client and consumers take the time to say that thanks to our French adaptation, this campaign seemed to have been developed in Quebec, and specifically for Quebec, we can say it’s a… Special case.