WOMEN
01/24/2012 05:50 pm ET

Special K Thinks You Can't Be Sassy, Proud If You're Not Thin

When I was a kid, the only thing that came in a cereal box was a lick-on tattoo, or possibly something made of plastic. Now, if you're to believe Kellogg's ladies-only diet-brand Special K's new series of ads, your cereal box not only has the only prize women should ever care about (weight loss, of course!), but also a few hidden surprises–like a personality, which apparently, you can't have if you're even remotely overweight.

Or at least, that's the premise behind the company's ill-conceived "What Will You Gain?" campaign, which asks women what losing weight will reveal about themselves. On television and their prone-to-breaking (probably because so many bloggers are already irate about it) website, dozens of women (some of them paid advertisers) hold up their cereal boxes, decorated with "thought bubbles," proudly, silently thanking Special K for what they've gained by losing weight by eating cereal instead of other food.

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