creative director + art director
“The Prize Is Inside”/Special K Snacking Initiative
As part of the integrated, “Prize Is Inside” campaign, Special K wanted consumers to consider cereal as a snack, not just for breakfast. Eye catching photography placing cereal in ice cream scoops and cupcake wrappers showed a new way to think of cereal.
Developed and executed print campaign that strategically repositioned breakfast cereal as a new snacking alternative across all flavor variants. After launch of print campaign sales were up 17.5%.