Personal gains celebrated with Special K weight-loss campaign

BATTLE CREEK, Mich. — Kellogg announced a new campaign for its Special K brand, which focuses on emotional gains when achieving weight loss.

The "What Will You Gain When You Lose" campaign will encourage women to rethink their weight-loss resolutions through television, print and online advertising, as well as an interactive event held at New York's Times Square on Monday.

"It truly is not what the numbers on the scale read, but how you feel about yourself that allows you to project beauty and confidence to the world," said Jesper Lund Jacobsen, associate director of the Special K brand. "That is what the new Special K brand campaign is all about, reminding women of the positive emotional benefits that come from reaching weight-management goals. It's not what you lose, but what you gain in the process that translates into the real reward."

"With our multidimensional 'What Will You Gain When You Lose' campaign, we're looking to help reshape the mindset of how women approach weight loss in the new year," Jacobsen added.