Special K Breaks Boundaries by Showcasing Pregnant Woman on Cereal Box
In the past, Special K focused on weight loss strategies for women through meal replacements. Now, the brand is breaking new ground with a progressive portrayal of pregnancy on their cereal boxes, signaling a shift in marketing tactics.
Years ago, Special K targeted women with a weight loss promise if they ate cereal for two meals a day. Nowadays, the brand is taking a new direction.
Special K has collaborated with Molly Baz, a cookbook author known for promoting lactation cookies in a popular advertisement, to release a limited edition cereal box. This marks the first time a pregnant woman is featured on a cereal box, as noted by the brand.
The box featuring Baz with an exposed pregnant belly can be bought on the Kellogg website. This is part of the brand's marketing campaign called "Special for a Reason" that highlights inspiring individuals.
Partnering with well-known personalities could help a brand generate interest in a category that may be losing momentum. WK Kellogg, the company behind brands like Special K, Corn Flakes, and Kashi, revealed a 1.9% decrease in net sales compared to the same quarter last year ending on March 30.
Baz's recent ad campaign for Swehl, a company that sells accessories for breastfeeding parents, sparked a conversation about the depiction of pregnant bodies. The ad shows Baz, pregnant and wearing a bikini top, holding the company's cookies over her breasts with the words "Just Add Milk." It was taken down from digital billboards in New York City's Times Square.
Baz expressed her disappointment yet lack of surprise that their breastfeeding empowerment campaign was labeled as "inappropriate" by @clearchanneloutdoor, leading to the removal of their billboard after just 3 days. However, she mentioned in subsequent posts that others have since displayed the ad on different billboards.
In a post on Instagram regarding the collaboration with Special K, Baz shared that the past month had been a whirlwind, but being the first pregnant woman ever featured on a cereal box was undeniably one of the greatest highlights of her career so far.
Baz added that the campaign was shot while she was 39 weeks pregnant.
Editor's P/S:
The article highlights a shift in Special K's marketing strategy towards inclusivity and empowerment. By featuring Molly Baz, a pregnant woman, on their cereal box, the brand challenges traditional representations and celebrates the diversity of motherhood. This move aligns with a broader trend towards body positivity and the recognition of pregnant bodies as beautiful and worthy of celebration.
The article also touches on the importance of visibility and representation. Baz's breastfeeding empowerment campaign sparked a conversation about the depiction of pregnant bodies and the need for greater acceptance. While the initial removal of her billboard was disappointing, its subsequent display on other platforms demonstrates the growing support for inclusive imagery and the power of female voices in shaping cultural narratives.
