Kellogg’s: What Will You Gain When You Lose?
Special K was losing customers as they were too focused on the two-week ‘Special K Challenge’, a Size Two spokesmodel and ‘Jean Sizes’. At a time when people had big issues with terms like an ideal weight, body image and, ‘how much can you can lose’, we asked, ‘What Will You Gain?’ After all, gaining the right things, like confidence, a healthy approach to exercise, fitness and nutrition is healthier than a fad diet plan.
Start With ‘The Why?’
interactive Times Square event to let women redefine their New Year’s weight-management resolutions. Consumers were invited to step onto a larger than life scale. Instead of displaying a number, it offered an inspirational word or phrase to capture the emotional benefit of achieving goals. We used words like, new-found confidence, courage, sass, or pride for their approach and weight-management progress.
