Special K’s winning campaign featured “women’s locker room ownership” advertising with HCPN. HCPN placed advertising panels directly adjacent to and on the base of the weight scales in all health club women’s locker rooms in Special K’s key markets. Additionally, HCPN produced custom Special K-branded 6-pound weight stacks and placed them next to each scale – as a powerful “see and feel” image of Special K’s “Lose 6 pounds in 2 weeks” promise.

THE RESULTS: Pre/Post campaign exit survey research revealed a nearly 50% increase in purchase intent of Special K among female health club members in clubs where the campaign took place – a phenomenal gain for this mega-brand. These results also tied back to actual sales, as Special K had its most successful January sales month in company history as this campaign was running.


"Special K and HCPN created an interactive message that helped continue the on-going conversation with Special K's target when and where she is most open to receiving weight loss advice. As always, HCPN championed Special K's vision and worked tirelessly to ensure this complicated campaign was executed as flawlessly as possible," said Annie Meyer, OOH Media Supervisor for Starcom, the agency that placed this buy. "This comes on the heels of winning Media Plan of the Year Award in 2003 for a campaign that also included HCPN. HCPN's capabilities and audience continues to dove-tail Special K's objectives and target beautifully." she added.

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