Ad Age reported that Kellogg brands will be shifting increasing dollars into online as a result of a market test in which Special K saw better business results from digital than traditional media.
Now, it won't comes as a shocker to digiphiles that online works better, but there are definitely still some holdouts who are committed to spending on TV.
Here's an excerpt from Ad Age's story:
While he did not address specifics of the Special K work, the company has repeatedly touted the success of its "Special K challenge," which calls for two bowls of the cereal every day for two weeks. Dieters replace a more traditional lunch or dinner with cereal, and are told they can expect to drop a full clothing size after two weeks. CEO David Mackay has said the initiative has not only resonated with consumers, but also boosted cereal consumption outside of breakfast. A Special K website offers customized plans for consumers, sign-ups for a Yahoo e-mail group, tips from a trainer and nutritionist and a point-of-purchase link to Amazon.com. The company has added a number of products to the Special K platform in recent years, including cereal bars, flavored waters and waffles.
Good news for us 1s and 0s people!
Thanks for reading, and don't forget to write.
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