• by admin , December 9, 2011

Kellogg’s Special K cereal aims to keep women trim and full, so with bathing suit season on the horizon, they enlisted Starcom USA to figure out the real barrier that stopped women from wearing their bikinis confidantly. The result: the cover-up. Starcom then partnered with Shape magazine to help to create a cover peel featuring pop culture icon Kourtney Kardashian. In the intial image Kardashian is shown wearing a sarong to cover up her recent pregnancy but when the peel came off, Kardashian’s bikini-ready body was on full display. When the results came in, they learned purchase intent for Special K was 50 percent higher than the packaged goods category in spring.