The result: "Reshape Your Attitude" was born.

The advertising campaign, launched in January 1998, is an attempt to make people feel better about themselves and, of course, eat Special K, Bridges says.

"The campaign is all about encouraging women by saying that there is no ideal body weight," Bridges says. "Many women talked about how culture has really dictated how we define beauty."

photo: Kellogg's Special K

Kellogg's Special K runs a campaign that says there is no ideal body weight.

Bridges says women were the true impetus for this program. In addition to speaking to women directly, the company commissioned a poll on body image. The poll found that 62 percent out of a sample of 503 women over 18-years-old believe that an ideal body weight and size do exist. These women said the major factor determining the feminine ideal comes from television advertising or fashion magazines.