Kellogg's Special K

#OwnIt

In recent years, dieting has fallen out of favour as feeling good has become as important as looking good. The shift led to Special K's sales dropping for 10 straight quarters. To address changing attitudes, the Kellogg's brand encouraged women to focus on things they can change and accept what they can't.

The #OwnIt campaign launched with a 60-second video called "Change" that tackled women's self-doubt. Magazine and social elements followed before the brand's new Nourish line of cereals and snacks was promoted with a TV spot, online video and more.

The brand returned to growth, as the "Change" video was viewed more than 7 million times and led to more than 3 million social interactions.