PiNG! Connecting with Your Consumer - Flipbook - Page 112
PiNG!
PiNG!
CHAPTER 4
CHAPTER 4
Innovation through Line Extensions—Special K
Stretch Your Brand
into Adjacent Categories
Use logic to extend your brand’s equity.
Special K has taken a huge brand with tremendous success
in the cereal category and expanded it opportunistically
into adjacent categories. Once, Special K was just a breakfast food; today, it is positioned as a weight management
tool (“lose a jean size in two weeks”), and includes an
interactive weight-loss website.
To further leverage this positioning, Special K has expanded into a number of categories, including cereal
bars, snack bars, water, drink mixes, crackers and waffles.
Kellogg’s has, therefore, optimized the power of the
Special K equity and used expansion as its key source of
innovation. The brand now has distribution throughout
the store, outside of the cereal aisle. A key PiNG point for
Special K is its dramatic logo. This one letter represents the
entire brand equity across all of the categories in which
it now competes. The logo also has a faded feminine
silhouette, which further appeals to the weight-loss
aspect of the Special K brand.
What pressures are limiting
your brand’s expansion into
other categories?
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