The most intimate relationship a woman has is with her weight. Every day, there is a moment. A moment where she is tempted to fulfill her cravings or succumb to all-too convenient, less-than-healthy options. The “NOW” moment. Special K now offers a new line of deliciously satisfying products with protein that give her the power to stay in control and conquer any moment. So when she’s in the NOW, she KNOWS there’s a better option for success. Literally and figuratively, the difference is K.

The goal for this campaign was to reach women in their "NOW“ moment. The media blitz kicked off when women feel the most pressure to lose weight -- December 31 -- with 2 Times Square video boards. We then ran 4:30 TV spots, 68 OOH executions, 9 print ads, in-store signage, a comprehensive digital programme on Yahoo! and a complete station domination effort in New York & Boston. Simultaneously, we launched the FIRST EVER real-time advertising effort that included 5 TV spots, 4 radio and 5 online ads that reached women at the exact time they face temptation.