While the 11:59pm-12:01am media placement hit her at the exact moment she was deciding whether or not to make a resolution, the creative reinforced the effort by zeroing in on her mindset at that critical moment and encouraging her to make one with us.We offered her a simple, direct message: Special K is the solution to your resolution.

We positioned Special K products as unique solutions for the different moments of temptation that women face throughout the day.

And once she’d made her resolution we made sure to reinforce her decision with positive reminders and support through daily real-time TVCs, Station Domination, OOH, print, and targeted Rich Media placements.And we directed her to our Yahoo! Groups page, a place where women already taking the Challenge – 10,000 strong – can find user-generated support and encouragement. They could even find a buddy to take the Challenge with.

Our most successful Resolution program ever.

Over 10,000 members now active in our online groups.Our largest share week ever (8.4!).

Gross sales up by 53% in 2008.