Special K® struggles with staying relevant these days as millennials and most population is getting more and more educated about nutrition. Thus partnering with trendy brand EOS® (a USDA-certified organic, antioxidant-rich lip balm) was a smart way to connect with the consumers and give shoppers a deliciously refreshing deal they won’t find anywhere else. The partnership included 3 different offers, packaging, displays, FSI and web banners. One of the offers was a chance to get a free limited edition Special K® Red Berries EOS® Lip Balm,