SPECIAL K TO LOOK GOOD ON ITS OWN TERMS 365 DAYS A YEAR
By Adnews Staff
Kellogg Canada of Toronto is planning to look good every day of the new year. The company is giving away over half a million "Kellogg's Special K Celebrates Canadian Women" calendars as part of its ongoing "Look Good on Your Own Terms" marketing campaign, originally launched in 1996. The calendar, developed in conjunction with Chatelaine magazine, offers information for women to better manage general health and the risks of preventable disease. In addition, each month of the calendar features select photographs of Canadian women from Bryan Adams' new book, "Made in Canada". The calendars will be distributed in 475 gram boxes of Kellogg's Special K cereal in grocery stores across Canada. The cereal box will also feature an on-pack coupon for a 20 per cent discount on Bryan Adams book, with all royalties for the book going to the Canadian Breast Cancer Foundation. An in-store resolution program with point-of-purchase materials and a promotional contest will also be highlighting the calendars in addition to a print ad in the February issue of Chatelaine magazine. Also, Kellogg Canada will start the new year with the debut of a new television spot supporting the positive body image message of the "Look Good on Your Own Terms" campaign. The ad, from Toronto-based Leo Burnett, encourages Canadians to make reasonable New Year's resolutions in 2000. The spot will run on major television stations across Canada throughout January. Advertising for the "Kellogg's Special K Celebrates Canadian Women" calendar promotion was also done by Leo Burnett. PR for Kellogg Canada is handled by Toronto-based Media Profile.