Kellogg has unveiled a new campaign for its Special K brand in the US, a marketing push that focuses on the emotional benefits of following a diet regime rather than the absolute number of pounds shed, according to analysts at Datamonitor. The campaign, the analysts say, seeks to inspire more positivity and less guilt where weight is concerned, with the intention of helping consumers to stick to their goals. This approach may well help to overcome certain hurdles which have tripped dieters in the past.