Kellogg’s has signed a deal with Marks & Spencer to create the first ever Special K red dress to go on sale to the general public.
The dress will be available in M&S stores and online from the end of March and is a unique agreement for both UK brands.
Special K, which is the largest cereal brand in the UK with sales of £120 million, is famous for its iconic advertising featuring the ‘Special K girl’ dressed in red.
The venture into fashion by Special K, which celebrated its 50th anniversary last year, is a commercial first for the brand which is targeted at shape watching women.
Greg Peterson, managing director, Kellogg’s UK Marketing & Sales, explained: “Special K consumers have been asking us for years where they can buy the dresses featured in our advertising and this partnership with M&S has given us the opportunity to finally be able to offer women the chance to do so.
“The marriage between Special K and fashion is a natural fit – linking up with M&S has given both brands a unique commercial opportunity to joins forces to meet the needs of both our consumers.”
M&S announced in November last year that it was to roll out plans to stock branded FMCG goods at its stores nationwide – including Kellogg’s Special K.
A spokesperson from M&S said: “The M&S red dress is an extremely versatile summer essential which can be dressed up or down and is sure to flatter any figure. The Special K dress has become a fashion icon in its own right so we are proud to be the first retailer to offer this famous dress to customers.”
The Special K red dress at M&S is featured on pack and is worn by the Special K girl in the cereal’s latest £3m “Love Your Summer Shape” advertising campaign and will be available at selected stores throughout the UK and online.