Kellogg's Teams Up With Glamour for 'Diaries'
Glamour, the biggest selling glossy women's monthly and its digital site have partnered with Kellogg's Special K on a fully integrated long term promotional campaign that aims to keep readers in shape. The partnership, negotiated by Carat Sponsorship, will bring the Special K girl to life, and position Special K as the cereal of choice to manage readers' shapes.
Launched in the March issue of Glamour and running as a 3 page promotion in every issue this year, the magazine will publish the diary of the Special K girl; what she's has been up to, how she is staying in shape, what she is looking forward to, all the time inspiring readers to look and feel great all year long. There will be a live interactive diary running simultaneously on Glamour.com for 10 months. Users will also have the opportunity to enter a competition every month online. The campaign creative across both mediums will reflect the changing seasonal activity in the life of the Special K girl.
Simon Kippin, Publishing Director for Glamour, commented, "This long-term campaign recognises the strong reader relationship our magazine and website can offer a client, communicating with a large group of hard-to-reach consumers who see Glamour as a trusted source of advice. The commitment from Special K through the year allows a strong evolving message to develop and grow for maximum impact."
Laura Bryant, Brand Manager for Kellogg's Special K, added, "This deal with Glamour is a fantastic opportunity for us to bring the Special K girl to life throughout the year and reach our target audience of shape watching women every month. We feel the Glamour readership will relate to the Special K girl's life as a shape manager, and it allows us the opportunity to develop a much more personable and interactive relationship with our consumers."
In addition to this deal, Glamour.com currently supplies advice on this season's fashion must-haves to make the most of its readers' shapes to the Special K website.