Now that the confetti has cleared, the ornaments are packed away, resolutions and promises for change often mark the transition into the New Year. But what makes this year different from years past? For me? Motivation and discipline—two characteristics that I’m known to lose as quick as a tantrum rears its head.
For a recent assignment, some bloggers and I were tapped to help promote the launch of the Kellogg’s Special K What Will You Gain When You Lose campaign. In addition to conducting some interviews, I found myself perched atop a bright red scale in the middle of Times Square Studio.
Instead of releasing my own tantrum and running far, far away from that scale, I left feeling inspired—with a photo of me on the jumbotron as a reminder to boot.
In lieu of numbers, the bright red scale offered singular words, which served as gems of inspiration for people who seek change in the new year.
From interviewing a few women who attended the event to weigh in, I learned that positivity and encouragement can spark motivation and change.
The creative brains behind Special K’s Resolution campaign sought to harness emotional benefits and sincere reactions from “real” women. Women relate to each other, especially when weight management is concerned, and so, social media also plays a big role in the brand’s promotional efforts. Check out my interview with Special K brand manager Vivienne Edwards.
In line with sharing sincerity and the value of emotional benefits, Special K interviewed and taped several women’s reactions after weighing-in at the Times Square event,with the intent of using some interviews in an upcoming commercial. Some of the latest Special K commercials, which are already running, include “real” women and provide a genuine perspective of maintaining healthier lifestyles.
Catchphrases like Sass, Guts, Confidence are just a few of the gems that Special K hopes women will GAIN when they lose. I had the chance to interview one enthusiastic participant at the Special K weigh in, who genuinely embodied the emotions that the campaign was meant to evoke. Felicia was a breath of fresh air, a bright personality, and someone that made an impression. Apparently, the Special K team felt the same way; over the weekend, Felicia contacted me to let me know that she was asked to be a part of an upcoming commercial.
How’s that for some sass!? Congrats to Felicia!
Be sure to check out the What Will You Gain Tour on Facebook to “weigh in” and share/gain your own gems of inspiration.
Full disclosure: I was compensated for my participation in this campaign. As always, all opinions on NKT are my own.
