At Leo Burnett we repositioned Special K from a weight loss brand to a $2B global weight wellness brand. We partnered with CMO, and developed global insights and campaigns which were activated regionally. Digital and social purpose-driven programs successfully challenged the ‘normalization of negativity’ around women’s body image and led to the highest ever brand engagement.
What will you gain? Case study
writer: Pam Fraser director: Errol Morris
writer: Becca Thompson director: Pam Thompson
writer: Pam Fraser
writer: Kristian Shwanz