The facts were simple: 2+2 = six pounds. That is, two bowls of Special K for two weeks and you can lose up to six pounds.The key to breaking through the diet clutter: Dramatise and dimensionalise the significance of six pounds. Let people see and touch six pounds and they will realize this is meaningful weight loss in only two weeks.

Special K not only increased in share and sales, it propelled to the #1 LARGEST BRAND in the adult cereal category at the peak of 2003 advertising.Category Goal:Exceeded goal of 1.0 share growth by growing 2.2 share points over a two year period*Sales Goal:Exceeded goal of 10% growth in 2003 by increasing dollar sales 11.4%**IRI Analyser report Q1’01-’02-‘03