Corporate & U.S. News

Special K® Helps You 'Be Victorious' in 2010
Get a Kick-Start on Your Weight-Management Goals with Special K® and some New Friends

BATTLE CREEK, Mich., Jan. 5 /PRNewswire/ -- Struggling with weight management can be a tricky battle: losing is the only way to win. Special K(®) made it easy to get a kick-start on those weight-management goals in 2010 with the help of some friendly faces. Special K took over the national television morning shows on January 4 with advertising featuring the inspiring "victories" of six real women as part of the brand's integrated "Be Victorious" campaign that launched in January 2010.

Victory Loves Company

The first step in planning for victory is deciding what your victory should be. And this year, Special K(®) brought victory to life with six real women who shared their own victory stories.

These six women shared what "victory" means to them with Special K(®) women across the country. They could be friends, neighbors or the moms who drive the carpool on Tuesdays. They aren't celebrities or public figures; they're real women. Not only did they share their personal victories, but they helped every woman gain the confidence to declare their own victory by sharing their stories online and in television advertising that began January 4, 2010 as part of a morning show takeover, where Special K purchased significant advertising time on network morning shows to air the "Be Victorious" advertisements.

The Special K(®) women who are the centerpieces of the "Be Victorious" television advertising include:

  • Mary, age 30, Chicago, Ill.: "My victory is looking into a mirror and liking the woman looking back at me."

  • Jeannie, age 27, Gloucester, Va.: "My victory is running a marathon."

  • Jacquelyn, age 35, Lindenhurst, Ill.: "My victory is to show Isabelle that mommy feels confident."

  • Courtney, age 35, Chicago, Ill.: "My victory is hearing those four little words: 'Have you lost weight?'"

  • Kristi, age 26, Chicago, Ill.: "My victory is to not have to use my arms to cover my stomach."

  • Melissa, age 33, Oswego, Ill.: "My victory is to not have to use body-shaping undergarments."

The "Be Victorious" campaign also includes a partnership with called "The Victory Project," an interactive Web site where women can get advice and tips from experts and peers who are taking the Special K Challenge. Visit for more information.

To the Victor Goes the Spoils

Make Special K(®) your all-day weight-management partner and enjoy a variety of meal and snack options with the Special K Challenge - a simple great-tasting way to lose up to six pounds in two weeks(1). In addition to Special K(®) cereals, protein shakes and meal bars as meals, women can also enjoy two snacks each day, such as Special K(®)( )crackers, as they participate in the Challenge. Visit for more information on Special K(®) products, the Special K Challenge(®) and how you can declare victory this year.

About Kellogg Company

With 2008 sales of nearly $13 billion, Kellogg Company is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal

bars, fruit-flavored snacks, frozen waffles and veggie foods. The Company's brands include Kellogg's(®), Keebler(®), Pop-Tarts(®), Eggo(®), Cheez-It(®), All-Bran(®), Mini-Wheats(® )Nutri-Grain(®), Rice Krispies(®), Special K(®), Chips Deluxe(®), Famous Amos(®), Sandies(®), Bear Naked(®), Kashi(®), MorningStar Farms(®), Gardenburger(®) and Stretch Island(®). Kellogg products are manufactured in 19 countries and marketed in more than 180 countries. For more information, visit Kellogg Company's Corporate Responsibility report including its approach, progress and future direction in the marketplace, workplace, environment and community can be found at For information on Kellogg Company's commitment to nutrition, visit

(1) Consult your physician before starting any diet or exercise program. Average weight-loss when replacing meals with two cereal meals is 4.8 pounds. Weight loss may vary.

SOURCE: Kellogg Company

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