"Reshape Your Attitude" uses satire and humor to make women feel better about themselves, according to Bridges. The campaign premiered with a commercial during the Super Bowl XXXII pre-show. Titled "Bar Guys," it features several men making New Year’s resolutions to stop worrying about their appearance.

The men ask questions like, "Do I look fat?" and resolve "I will not let dress size determine my self-worth," echoing concerns usually voiced by women, Bridges says.

"Men don't worry about their weight and don't obsess about these things," Bridges says. "Why should we?"

Kellogg’s also followed up the commercial with three 30 second television spots and four full-page magazine advertisements, attempting to downplay the importance of body weight, according to Bridges.

One ad shows a picture of a common bathroom scale that measures IQ instead of weight. The headline reads "How do you weigh your self-worth?" and ponders, "it would be nice if we could all aspire to a healthy frame of mind as well as a healthy body."

By raising questions like these, Kellogg’s "wants people to realize that self-confidence is more than a dress size," Bridges says.