Insight: Numeric weight targets feel abstract; framing loss as emotional and experiential gain (confidence, energy, moments) motivates behavior and deepens brand relevance.
Objective: Reposition Special K around the positive benefits of modest weight change to drive trial, repeat purchase, and category share.
Strategy: Turn the proposition into a participatory question, "What will you gain when you lose?", that invites women to focus on the felt rewards of losing weight rather than the number on the scale.
Execution: Launched a coast‑to‑coast "What will you gain when you lose?" experiential tour from NYC to LA featuring branded scales where women stepped on, celebrated their reactions, and shared personal gains; amplified the tour with local PR, influencer storytelling, social content and UGC, and in‑store promotions to convert momentum into purchases.
Impact: Generated 75M+ impressions and a 2.8% sales lift, the highest category share in Special K’s history, by making modest weight change feel meaningful, attainable, and worth sharing.
Developed and distributed a limited run of branded “positive” scales at events that synced with a companion phone app, delivering daily motivational messages and practical tips to reinforce gains-focused behavior and extend the experiential tour into ongoing habit support.
Special K commissioned four illustrators to create their own interpretations of an empowering word for women trying to lose weight.