Kellogg’s cereal brand Special K has teamed up with fashion designer Kirrily Johnston to produce a limited edition handbag.
The handbag is made with a special pocket, sized to fit a Special K snack bar.
The bag is launching as part of Kirrily Johnston’s Spring/Summer collection at the Mercedes Benz Fashion Week Australia in Sydney today.
Kellogg’s claims this is one of the first times the advertiser has tried an alternative use for television for a major launch.
According to a press release, the snack bar pocket is “a visual cue to help the 96% of women who think about snacking each day to prepare for their looming snack attack.”
The ‘Special K signature red’ suede bag is valued at $750, and comes with a ‘handcrafted detachable key ring tassel’.Fifty of the bags will be winnable via a Special K competition.
Prior to fashion week, Kellogg’s had been running a consumer activation at Westfield Sydney where women were invited to weigh their handbags and share some of the more unusual items they carry. The event was filmed by Famous TV and Daily Life, with content syndicated across online platforms. It was also supported nationally through a radio partnership with Nova FM.
Kellogg’s has also teamed up with Pacific Magazines to launch a series of advertorials that play on the ‘unusual’ things women keep in their handbags, as well as tips on the ‘art of smarter snacking’.
Kellogg’s marketing manager Nik Scotcher said: “This is the first collaboration of its kind that Kellogg Australia has embarked upon. Snacking is an important part of any healthy diet but it has to be the right kind of snack and we know from research that Australian women are falling short when it comes to preparing a snack they can feel good about eating. So we decided to call upon one of Australia’s leading fashion designers Kirrily Johnston to create a bag that women will not only love but that will also act as a reminder for them to prepare for the right kind of snack every day.”
Client: Kellogg’s Special K
Marketing Manager: Nik Scotcher
Media and Digital Manager: Anna Vuong
Brand Manager – Snacks: Nadia Zulfacar
Executive Ideas Director (Tongue): Jonathan Pease
Senior Account Director (JWT): Vanessa O’Brien
Senior Strategist: Lauren Raymond
Manager: Bryony Worrall
Public Relations: Liquid Ideas
Account Director: Joy Leaper
Account Manager: Louise Tran