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.
Special K created a short run of actual positive scales given out at our events. The scales synced to a phone app we developed to motivate you daily with positive messaging and helpful tips.
Special K commissioned four illustrators to create their own interpretations of an empowering word for women trying to lose weight.