There are no days off for Kellogg Company. Just this week alone, the brand has alreadyannounced a new Senior VPin Steven Sterling and their involvement with US Teams in the next six years of Olympic Games. Today, the news around the breakfast table comes from the UK division of a Kellogg Company niche brand Special K – the iconic women’s healthy breakfast cereal brand has just announced their team-up with British designer clothing brand Ted Baker on a quest to design the ultimate Little Red Dress.
"Special K invited us to create a little red dress that would be perfect for a sophisticated night out or adding a bit of glamour around the office,” said Craig Smith, Brand Communication Director at Ted Baker in the relatedpress release. The result of the collaboration is the Betsi, a smart fitted dress with a ruffle-detailed neckline, available in black and Special K’s signature shade of red.
As part of the cross-promotion, Special K is giving away one Ted Baker Betsi dress every day for the next three months – but women who want to get a jump on the trend can buy the dress straight from Ted Baker stores or their online shop.
The Special K image has long revolved around living a healthy lifestyle and looking your best, forgoing richer fat-laden butter croissant breakfasts for a bowl of Special K breakfast cereal and reaping the rewards when bikini season comes around. Decades’ worth of women in Special K commercials have swirled through kitchens and breakfast nooks wearing that particular shade of Special K Red. Hooking up with a designer clothing brand to give everyday women that same opportunity – to not just eat Special K cereal, but to actually be that Special K Girl – is a very special bit of marketing genius.
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