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Special K has been anything but special for Kellogg Co. of late. The slumping cereal brand has been a major factor contributing to the company’s larger sales woes, which include a sagging snacks business.

In search of a comeback Special K on Monday will launch a new campaign by longtime agency Leo Burnett that marks a significant change in direction. Rather than selling the cereal as a diet food, ads will tout what the brand sees are positive nutrition benefits, including whole grain, fiber, folic acid and Vitamin D.

The new attitude is summarized in the tagline “Eat special. Feel special.” The first TV ad (above) shows women leaping in slow-motion. A print ad refers to the cereal as “nutritionally awesome.”

Continue reading at AdAge.com