- The Kellogg Company is offering a cereal kit called the "Special K Blursday Go-Away Kit" that features people's favorite flavors on each day of the week, as inspired by their conversations on Twitter, per an announcement.
- In addition to a Special K flavor for each day of the week, the kit includes seven pairs of matching "Flave-of-the-Day Socks" with designs inspired by the daily flavors and a "Flavors You're Feeling Weekly Planner" that shows each week "with delicious cereal and a you've-got-this attitude," per its announcement.
- The Special K Blursday Go-Away Kit aims to help people avoid the feeling that each day is blurring into the next as they spend more time at home during the pandemic. The brand is giving 700 members of its Kellogg's Family Rewards loyalty program a chance to win one of the cereal kits by entering their information at a microsite.
Kellogg's giveaway of its "Special K Blursday Go-Away Kit" is notable for taking inspiration from online conversations that people have on Twitter about food flavors. The brand worked with analysts at Twitter, which shares its insights at the @TwitterData account, to help match flavors to each day of the week. By matching flavors to days of the week, Special K and Kellogg are attempting to bring back a sense of normalcy to daily lives that have been upended by the pandemic, albeit with a sarcastic, humorous edge.
"While the concept of specific days of the week may seem totally made up right now, we want to help our real fans taste their way back to reality," Cindy Huntington, brand director at Kellogg Company, said in the press release.
The quirky campaign can help to boost Special K's social following and enrollment in the Kellogg's Family Rewards program, which offers coupons and discounts to members who collect points with every purchase of a Kellogg's product. The company can use the enrollment information and engagement data from its social channels to measure the effectiveness of the campaign. Special K has 3.2 million followers on Facebook, 17,000 on Twitter and 11,500 on Instagram.
Kellogg's campaign for Special K comes as packaged foods companies boost their marketing in the second half of the year amid rising sales to consumers who are spending more time at home. Kellogg reported a 26% jump for cereal sales in North America in Q2 from the prior year, helping to drive a 9.2% gain in comparable sales, per a quarterly announcement. While panic-buying of household necessities has subsided since the onset of the pandemic, the company could see ongoing elevated sales as people continue to prepare meals at home.
Kellogg's Special K is the latest brand to develop merchandise with designs based on its products, a strategy that supports consumer affinities with familiar brands they seek for comfort during a stressful time while expanding brand positioning to encompass beyond selling a product. Similarly, General Mills and Champion Athleticwear teamed up to create a capsule collection of activewear inspired by General Mills cereals.
Among the other brands that have created branded merchandise, fast-fashion retailer Forever 21 last month partnered with 7-Eleven on a social media campaign to promote a clothing line inspired by the convenience store chain's products, including its signature Slurpee and Big Gulp drinks. Before the pandemic, burger chain McDonald's used a merchandising strategy in several campaigns in recent years, including a contest on Twitter that urged people to order food through Uber Eats. QSR chains such as KFC and Taco Bell also have created branded clothing lines to appeal to young adults and teens.