New Kellogg's® Special K® ‘What Will You Gain When You
Lose' Campaign Challenges Women to View their weight-management objectives in a
new way
In a bid to re-frame
the weight loss conversation from deprivation to inspiration larger than life Kellogg’s
Special K weighing scales are appearing in malls and shops across the UAE. The
initiative, which launched last week in Dubai Mall, is committed to showing
women across the Emirates that weight loss needn’t be about what you have to
lose; but about all you have to gain during the process. The innovative Special
K scales don’t show a weight when stood on, but to the user’s surprise, the
numbers waver and are then replaced by positive and uplifting messages such as
“amazing”, “confidence”, “joy”, “pride”, and “glowing”.
With their new found word of inspiration participants are subsequently invited to sign-up for the
famous Special K two-week
challenge to kick start their journey towards their ultimate “gain”. In
addition they are given a wrist band with their inspirational word on it to remind them
of their goal during the two weeks. Already 1,300 people have
signed-up to the 2-week challenge since the campaign launched.
"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 Ahmad Yahya, marketing director
at Kellogg’s Med MENA. "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 multi-dimensional '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," said Yahya.
"As we partner with women who want to achieve their weight-loss goals in
2013, the Special K brand encourages women to focus on the positive emotional
benefits that result from their efforts.
We believe this additional support will ultimately help keep them
motivated."
The campaign is currently
running at Mirdiff Mall having been the Mall of the Emirates for a week. Women across
the UAE can also experience smaller tablet versions at select stores throughout
the UAE:
The event will then travel to other
countries in the region including:
Lebanon from 10th to the 27th
of Jan
Kuwait from 17th to the 31st
of Jan
KSA from 25th of Jan to the
23rd of Feb
Qatar from 24th of Jan to
the 21st of Feb.
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