Glamour Partners With Kellogg's Special K In Year-Long Carat Deal
on: February 26, 2010, 6:57 am
Glamour and Glamour.com has announced a major new partnership
with Kellogg's Special K running through 2010, managed by Carat
The biggest selling glossy women's monthly and its digital site will be working
with Kellogg's on a fully integrated long term promotional campaign, bringing the
Special K girl to life, and positioning Special K as the cereal
of choice to manage readers' shapes.
Launched in the March issue of Glamour and
running as a 3 page promotion in every issue this year, the magazine will publish
the diary of the Special K girl; what she's has been up to, how she is staying in
shape, what she is looking forward to, all the time inspiring readers to look and
feel great all year long. There will be a live interactive diary running
simultaneously on Glamour.com for 10 months, timed to launch with the March issue
hitting newsstands, enabling users to keep abreast of Special K girl's busy life by
flipping through the electronic entries. Users will also have the opportunity to
enter a competition every month online. The campaign creative across both mediums
will reflect the changing seasonal activity in the life of the Special K girl,
highlighting the variants on offer in the Special K range and its year-round role in
Simon Kippin, Publishing Director for Glamour, added, "This long-term campaign
recognises the strong reader relationship our magazine and website can offer a
client, communicating with a large group of hard-to-reach consumers who see Glamour
as a trusted source of advice. The commitment from Special K through the year
allows a strong evolving message to develop and grow for maximum impact."
Laura Bryant, Brand Manager for Kellogg's Special K, commented, "This deal with
Glamour is a fantastic opportunity for us to bring the Special K girl to life
throughout the year and reach our target audience of shape watching women every
month. We feel the Glamour readership will relate to the Special K girl's life as
a shape manager, and it allows us the opportunity to develop a much more personable
and interactive relationship with our consumers."
Maria Donaldson, Sponsorship Manager, Carat Sponsorship, said, "We've designed
this fully integrated partnership with Glamour for Special K to create a credible
platform in which to engage with women who want to look good, giving us leverage to
communicate the benefits of Special K in this arena. Glamour is the ideal partner
with which to achieve our objectives here."
Glamour.com currently supplies advice on this season's fashion must-haves to make the most
of its readers' shapes to the Special K website, and this year long print and
digital campaign further reaffirms the synergy between the brands.
Glamour magazine is the biggest selling glossy women's monthly in Europe. With a
significant number of Awards under its belt, as well as being recognised as a
publishing phenomenon having introduced the 'handbag size' to the market in 2001,
it consistently delivers its winning formula of feel-good attainability with
fashion, beauty and celebrity news and glossy high-end
values. The market leader in its sector, Glamour's ABC is currently 515,281 (July
- December 2009).
For further information please contact:
Condé Nast press office
020 7152 3377