Kellogg's Special K
The "Look Good on Your Own Terms" campaign had been popular with women across Canada, but there was a clear opportunity to develop a stronger link between the brand message and the food proposition. The new creative demonstrated a simple insight: the best way to manage one's shape and health is to take a simple, straightforward and balanced approach rather than over-complicating things with fads and gimmicks. It did this by showing two old friends comparing health secrets. Special K sales have increased 13% since "Old Friends" hit the air.