For the first time, a pregnant woman appears on the cereal box for Special K.
A breakfast cereal company has teamed up with Molly Baz, a writer who gained attention for advertisements featuring lactation cookies, on a unique cereal box. This is the first cereal box to feature a pregnant woman, as per the brand.
The box, showing Baz with her bare pregnant belly, is now available for purchase on the Kellogg's official website. It is a part of their "Special for a Reason" branding initiative, which includes inspiring individuals.
Working with well-known people could potentially help revive interest in a declining category. Kellogg's, which owns brands like Special K, Corn Flakes, Kashi, and more, reported a 1.9% decrease in sales year-over-year during the quarter ending on March 30.
Baz initiated a dialogue about the representation of pregnant bodies through her recent ad campaign for Swehl, a firm selling products for breastfeeding parents and offering a cookie recipe co-developed with the writer.
The ad portrays a pregnant Baz in a bikini top, holding the cookies over her breasts, with the words "Just Add Milk" beside her. This ad was allegedly removed from a rotation of digital billboards in New York City's Times Square.
Baz posted on Instagram on May 10: "Extremely disappointed and yet not at all surprised that our cheeky little breastfeeding empowerment campaign was judged as 'inappropriate' by @clearchanneloutdoor and our billboard removed after just 3 days." (Later, she stated in other posts that additional billboards have since displayed the ad.)
In an Instagram post about the Special K partnership, Baz expressed her joy, stating, "the last month has been an absolute hazy dream, but it is undeniably one of the best achievements of my career to be the first pregnant lady to ever be on a CEREAL BOX!"
Baz mentioned in a subsequent post that the photos were taken while she was 39 weeks pregnant.
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The partnership with Molly Baz and the "Special for a Reason" initiative is aimed at revitalizing the sales of Kellogg's declining cereal category, which includes brands like Special K. The unique cereal box, featuring Baz's pregnant belly, is a testament to this initiative and showcases Kellogg's commitment to inclusive representation in business advertising.
