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New Ad Campaign For Special K Adds An Emotional Twist: Boosting Self-Esteem

December 28, 2010: 08:58 PM EST

Self confidence, courage and pride are a few of the intangible benefits that accompany weight loss experienced by women who regularly eat Special K breakfast cereal, according to the newly revised Special K Challenge. The new version of the Challenge – whose theme is "What Will You Gain When You Lose?" – still emphasizes shedding pounds but adds an emotional element rooted in self esteem. The message of the new ad campaign, which includes traditional (print, TV, etc.) and digital (Facebook, etc.) media, is that losing weight and keeping it off are not temporary goals, but lifelong lifestyle commitments. According to a Leo Burnett ad agency executive,  "Shifting the focus to how you want to feel provides the ongoing, positive motivation to take the longer view.”

Karlene Lukovitz, "Special K Inspires With 'Gain By Losing' Theme", MediaPost, December 28, 2010, © MediaPost Publications
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