• September 20, 2007

Kellogg is launching a promotion around its Special K brand designed to leverage women's fear of having gained weight over the summer.

Called "Jeans Don't Lie," the effort offers a "way to drop up to a jeans size in two weeks" and get a $10 voucher toward a new pair. Consumers must mail five tokens from specially marked packages of Special K products with an official order form to get the voucher.

The promotion centers on the Special K Challenge, wherein consumers replace two meals a day with the cereal or a meal replacement bar. Full details are posted at specialk.com.

--Nina M. Lentini