Working off the insight that women have unique daily struggles to make good food choices at specific times of day, our entire strategy was to connect with them at the exact moment they are faced with temptation, shape realization or negative dieting emotions. Whether it was Midnight on New Year’s in Times Square, post holiday season, during her busy commute, during breakfast, mid-morning, mid-afternoon and evening, we met her with :30 TV, print, OOH, station domination and a real-time TV/online/radio campaign. All of which offered her specific product solutions that allowed her to conquer her moment of truth.

New product growth sales volume is ahead of budget by +164% YTD with shipments of more than $17MM. The cereal franchise YTD, growth sales volume is up 20% from one year ago. There were 4MM visits to the Special K/Yahoo! hub with 4,000 users actively participating.

While the media placement hit her at the exact moment she struggled to stay on track, the creative reinforced the effort by zeroing in on her mindset at that moment. From our comprehensive real-time TV/online/radio campaign to :30 TV, OOH and print, all creative executions met her with a specific timely temptation, shape realization moment or negative dieting emotions. Each execution then gave her a solution from Special K that let her conquer the moment.

We placed the first ever real-time advertising in TV, plus real-time radio and online that called out the exact time of airing to reach women at literally, the exact time they face temptation. OOH, print, in-store and station dominations in NYC and Boston were designed to intercept her during her specific moment. TV was designed to heavy-up during those times of day we know to be most fraught with temptation: mid-morning, mid-afternoon and evening.