Special K has long been a part of weight loss plans. For years, the brand has invested millions in the Special K Challenge, also known as the "2-week Challenge". This drives a significant sales spike. However, the results in an end date with consumer engagement dropes. Kellogg's wanted to build a 24/7/365 relationship between the brand and its consumers, but wondered how to accomplish this without abandoning the equity they had in their "Challenge" position.