Kellogg and Special K Hope to Gain Profits by Losing the Weight Loss Message
We’re all accustomed to the Special K ads that traditionally hit the airwaves during the fall and winter, urging us to stave off seasonal weight gain by eating cereal instead of huge meals or sweets, with taglines like: “What will you gain when you lose?”
Well, it seems Kellogg is about to answer its own question, but from a marketing standpoint.
Kellogg Co. CEO John Bryant said during an earnings call last Thursday that reduced-calorie messaging no longer resonates with consumers, referencing weaknesses with other similar food categories like diet sodas and reduced-calorie frozen meals.
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