Special K

Sunday February 28thCereal Category

specialksThe example of Special K on the left is from a 1980 ad. I haven’t bought Special K in…I don’t think ever, so I was surprised that it seems like there now 20 versions of it. One of the many varieties included original, so I went with that.
Some of the changes I noticed were the trendy beveling of text and they’ve also added a gradient to the background. Not sure what that bendy white line weaving in and out of the background does but I’m sure the guys at Kellogg’s stayed up late coming up with that.
On the old box, I really like the font used for “special”. My great-aunt had a typewriter that typed like that and I always thought it was classy.
The Kellogg’s logo is pretty much the same. I had to closely inspect the new box to see they did shine up the logo a teeny bit. The new box doesn’t look bad but I feel the 1980 one has more of a presence with the simple flat colors of┬áblack, white and red.

Special K: Old or new?

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11 Comments

  1. erinb
    March 1, 2010

    i think the bendy white line is supposed to evoke the weight loss thing they’re trying to project – sorta looks like a bowling pin to me, but I think it’s supposed to be a nipped in waistline.

  2. Elaine
    March 13, 2010

    I actually like the newer one. Too much white on the old one. Kind of boring style as well.

  3. Tasty Japan
    March 14, 2010

    I like the old box, I hate the weight watchers type measuring tape on the new one.

  4. Dave
    March 14, 2010

    How have you possibly managed to avoid buying Special K? Kellogg’s spends, like, billions of dollars aiming their ads like lasers directly at your demographic. Stop skewing the results!

  5. michelle
    March 15, 2010

    Ha,yes :) Apparently I have secret super powers that resist (and make me oblivious to) Kellogg’s demographical marketing.

  6. Kristen Potter
    April 10, 2010

    I don’t know what’s with me and shiny + gloss, but I think my generation would have to agree with the newer one. Just looks more nice and in a way, it’s gorgeous with it’s simplicity. And I love the tape measure. :)

  7. Lodro
    April 12, 2010

    I don’t care about the package…what I don’t like is they changed the cereal! It does not taste as good as the Special K I grew up eating and loving.

  8. MzGraphite
    June 7, 2010

    Ah…I remember this box well because my mom would take a magic marker and write the rest of my name (Kristi) on the box each time she bought it.

  9. Amber
    June 13, 2010

    I have always loved Special K. Even when I was a kid I didn’t like the old box. I always hated how the K was too big for the box; the way it doesn’t quite fit and that other things are sneaking in front of it always bothered me. It feels kind of aggressive to me, like it’s shouting or something. I’m not in love with the new box, but at least I don’t feel like it’s trying to intimidate me.

  10. SZA
    December 28, 2010

    I used to think this cereal was named ‘Special Kate’, in honor of my big sister! (Maybe she told me that it was, hmmm …) Anyway, I’ve always loved the original Special K’s malty crisp flavor. There are too many varieties of it out there right now. STICK WITH THE ORIGINAL!

  11. Kevin Blick
    January 14, 2017

    The bendy white line is a waistline, perhaps?

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