The Kellogg's Special K Kick-Start Diet, backed up by a Purdue University study, positions the cereals as a meal replacement a la Unilever's Slim-Fast. Kellogg already plays in the diet arena with its Kashi GoLean Slimming System, a line of natural meal-replacement cereals, bars and shakes.
According kelloggs.com, the Kick-Start plan requires individual consumers to eat three boxes of cereal over the two-week period. Packaging for Special K will feature the diet plan through February.
The ad campaign offers a humorous twist on testimonials typical to diet ads that "work but are painful to look at," said Gary Doyle, senior VP-creative director, Leo Burnett. The ads feature people talking about what they didn't have to go through to lose weight on the Kick-Start diet, such as the all-puree diet or the corn juice diet.
Kellogg's cereal sales were virtually flat at $2.17 billion for the 52 weeks ended Dec. 2, while leader General Mills saw its cereal sales fall 3.1% to $2.2 billion, according to Information Resources Inc.