When it comes to weight loss, women typically think of the inches lost around their waists and the clothes that no longer fit.
That notion became the idea for a unique campaign for Special K to promote its two-week challenge, in which dieters replace their usual meals with bowls of Special K with the aim of shedding four to five pounds over the 14 days.
The campaign, executed in a store window in Beirut, featured mannequins with their jeans half way down their legs or around their ankles. A sign read: “Drop a jeans size.”
The message, as clear as day: Yes, you, Suzie Q. Shopper can drop a size or two by taking the two-week challenge.
“The campaign ran in a major shop in ABC, the main shopping mall in Beirut,” says Carol Hanna of H&C Leo Burnett Beirut, which executed the campaign. “It was planned to run across other shops, but the campaign was stopped due to an unstable situation.”
Indeed, the campaign first kicked off back in 2006, but the consistent political and military tension in Lebanon has caused the country’s entire out-of-home advertising industry to go on hiatus.
But Hanna says the agency hopes to resume the campaign sometime this year should tensions ease.
