How do you stand out in an over-crowded category with a tired brand? You change the conversation. Instead of asking women how much weight they wanted to lose, Special K asked women what positive feelings they wanted to gain. We created a Special K scale that gave feelings instead of numbers and invited women across the country to step on it. The reaction was immense. The campaign generated more than 75 million impressions and sales grew 2.8%, the highest share of the category for Special K ever. In 2012, the campaign went global running in England, Mexico, Canada and other markets.

The Integrated Campaign