Hoping to change the conversation about weight loss and introduce programs that address consumers' needs for longer-term plans, Special K invited women to take part in an interactive scale set up inside Grand Central Terminal. But rather than forcing participants to broadcast their weight to those passing through Vanderbilt Hall, the large device from the Kellogg cereal brand displayed words and phrases designed to inspire women and emphasize the benefits of achieving a weight-loss goal.
"As 2012 rings in, we all know people all over the world will be making New Year's resolutions to lose weight," Yuvraj Arora, the Kellogg Company's senior director of Special K, said in a press release. "We hope that we can use this resolution moment to help women focus on the positive gains and feelings of accomplishment they foresee in the New Year."
The space was decorated with Special K's red-and-white color scheme, images from its "What will you gain when you lose" ad campaign, and an over-size box of the popular red berries cereal that served as a prop for the on-site photo op. After the weigh-in, guests received samples of Special K cereal. To further publicize its initiative on what it called National Weigh-In Day as well as launch its official Twitter handle @SpecialKUS, the company invited fans to share stories and other words of wisdom on social media sites and SpecialK.com.
