Blog: Cereal blogger

Joe Ayling | 21 April 2011

UK fashion designer Ted Baker has designed the latest 'Little Red Dress' - used in iconic adverts by cereal brand Special K and featuring in the just-style blog a year ago.

Last year it was clothing retailer Marks and Spencer that launched a version of the trademark dress, as blogged in in April 2010.

It comes as no surprise that fashion brands are clamoring to be associated with Special K, with Kellogg saying it is the largest cereal brand in the UK with sales of over GBP120m (US$199m).

Kellogg, meanwhile, is also backing the reputation of Ted Baker, by throwing GBP1m into a marketing campaign for the dress it calls Betsi.

The dresses are being sold at Ted Baker stores and on websites operated by Special K owner Kellogg. Special K is also giving away a collection of sophisticated Ted Baker handbags through competitions, a statement said.

Craig Smith, brand communication director at Ted Baker, said: "The tie-up is an excellent fit giving us a great opportunity to showcase our women's wear and further develop our relationships with Special K's female audience."

It remains to be seen whether this 'cereal blogging' will continue, or whether cereal fashion makes the transition from breakfast table to catwalk.


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