Special K developed its "Special K Challenge"—which advocates losing weight by replacing two daily meals with the cereal for two weeks—in 2003. Since shedding pounds is a classic New Year's resolution, the brand chose to play up its connection with weight management with the January "What Will You Gain When You Lose" promotion.
Taking place in New York, Chicago, and Los Angeles throughout the month, the event centers on an oversize scale set up in a public place. Passerby are asked to step on the scale, which reveals an affirmative word, such as "joy" or "sass," in lieu of a number.
"Special K is asking people to think about their New Year's resolutions differently," explained Brad Shaw, vice president of Concentric Communications, which produced and managed the promotion. "Rather than focusing on losing a set number of pounds, Special K is challenging people to reshape their thinking by pondering 'What will I gain when I lose?'"
Chicago's event took place on January 11 at Union Station, where Shaw said, "Consumer reaction was very positive. More than 600 people stepped on the scale. Many were nervous the scale would show a number for all eyes to see, but they were pleased when they saw an inspirational word instead."
To add a social marketing component, staffers asked participants to write words of their choosing on Special K packaging. The photos were uploaded to the promotion's Facebook page. The final event takes place at the Grove in Los Angeles on January 18.