Permission to enjoy.
Key Message: Eat Special K because you like it, not because you feel like you "should to be healthy." AKA, screw diet culture.
Out of Home:
Social:
Packaging:
Special K will be covering the nutrition label and removing any calorie information from the front of the box because calories shouldn't be the only reason you buy something.
Experiential:
Special K will take over the Cherry Hill Fountain in Central Park and create a life-size chocolate fountain. Servers will be set up around the fountain handing out Special K desert kabobs for people to dip.
BUT for participants to receive food to dip into the chocolate, they must unfollow one person/account on any social media platform that does not make them feel good about themselves.
Meanwhile, Special K will create a custom Instagram filter where the words, "Permission to Enjoy," will wrap around what food is in frame.
