Get yourself together and put in shape after hibernation. But this is not always easy. Girls in America and Europe are lucky. Last year Kellogg’s cereals decided to heavily advertise their almost no-calorie product - Special K diet, which requires virtually no special effort.

All terms of special k diet fit into one sentence: replace, for example, your breakfast and dinner on daily Kellogg’s Special K cereals, and for lunch eat everything you want. For two weeks you are guaranteed to lose three kilos.

Kellogg’s special k diet campaign began simultaneously in America and Europe. Internet was chosen an the main tool, each country has its own heroes. In America, you can read women’s stories on successful weight loss, find descriptions of different types of flakes and even start a journal to help you comply with the desired rate of power.

Fench agency JWT decided to enter some seasonal characters, coaches, who were to teach French women uncomplicated exercises.

A swarthy Italian Paolo has a program «How to lose weight, randomly gained during Christmas holidays».

Coach Jim from Australia offers a program «Debt on harmony»

In France, parallel with the internet special k diet campaign, they run television commercials about a married couple, Marie and Francois. Their television history began with the fact that Mary discovered Special K cereals, and felt beautiful, slim and ready for various follies. This fact troubled her husband so deeply, that he even began spying on his wife.

Marie hid in the kitchen and calls her friend to talk about the new flakes with real chunks of chocolate. But she fears her husband would hear, so she speaks in a whisper.

The two rollers «Bedroom» and «Kitchen» show Francois suffering from severe attacks of jealousy.

Besides a series of family movies, they also issued two spots entitled «Debt», where strange girls give each other T-shirts advertising Special K diet. The action takes place in the dressing room, where an unfortunate heroine cannot fasten her dress. The other girl in an open sarafan sees this and hands her a T-shirt, concluding the bet that in two weeks the dress would sit perfectly.

The campaign achieved excellent results in the shortest time, beating its main rival Nestle Fitness. Special K diet has become a leader in its segment with 16% market share. Thanks to the campaign, another 950 000 families learned about the brand.

Why this campaign is successful? First, mark guessed deep desires of its customers. Secondly, just reached them the key message. In the third, the mechanisms of rumors was turned on - 91% of women decided to try a new program on the advice of their girlfriends.

All these factors played a positive role in the life of brands: the vast majority of women expressed trust in brand, 96% of women who underwent a course of nutrition, said that they need to repeat it in the near future. Such dedication brought benefits to Special K diet, because every second woman learned about the campaign, 83% believe the brand is pleasant and nice, 69% think the brand understands them.

By the way, even Special K diet packaging looks very tempting - it restyling was done by Landor in 1999. Promo boxes are even more interesting - the standard square boxes show the waist with a belt, which confirms the concept of harmony.