SUSAN KRASHINSKY - MARKETING REPORTER

Special K has a problem: Its brand is known for dieting. For years, its ads were built around images of fitting into that perfect red dress, and in decades past, of bragging that “you can’t pinch an inch” of fat. But the women who are Kellogg Canada Inc.’s target consumers are sick of being told to diet.

http://www.theglobeandmail.com/report-on-business/industry-news/marketing/kelloggs-special-k-rebrands-dieting-image-with-self-empowerment/article26464544/