Sales Promotion Center planned below-the-line activities for the launch of Kellogg’s Special K new tasty recipe.
Based on elements of the ATL communication “Positive change” concept, we proposed a series of actions that created varied interactive brand experiences for the consumers.
We utilized origami art and its basic trait of changing-transforming paper into a crane or butterfly, to prompt consumers to learn the new recipe through making their own origami crane, which also stands for good fortune.
The activities included:
- The creation of an Art & Lifestyle event @The Mall Athens
- In store promotion with spectacular promo stages
- Sampling at METRO stations in the morning hours
- Press Kit
- Special K origami-crane pullout in selected women magazines