News — Branding

Special K, Other CPG Brands Step Up D2C Effort

Branding Clorox Kellogg News Retail

s Now that consumer packaged goods companies have shown they can create products and sell them directly to consumers, it’s time for them to step up their strong suit: marketing. Some of the latest moves in the business show they are doing just that. The first example of such a move comes from Kellogg’s. As part of its Kellogg’s Family Rewards program, it is wrapping up a D2C promotion that is unique for its marketing-first approach and for its product bundling. The promotion started Sept. 20 for its Special K brand. Called the “Special K Blursday Go-Away Kit,” the company...

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