Visual Branding in the Age of Amazon - Flipbook - Page 143
REFLECTING ESTABLISHED ICONS ACROSS CHANNELS
Special K Energizes Bodies
through a Single Letter
and Meaningful Brand
Extensions
Be bold with your well known brand name
- 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 optimized the power of
the Special K equity and used expansion as its
key source of innovation.
HOW DO YOU
EMULATE YOUR
ICONIC RECOGNITION
IN CROWDED
ECOMMERCE
SPECIAL K DISPLAY IN STORE
ENVIRONMENTS
SPECIAL K IN STORE
