Mainly targeted at women, this website was used by the brand to communicate the launch of the already well-known Kellogg's cereal, Special K, in a different format, Bars. The main purpose of the website was to demonstrate through a set of eleven illustrated scenes the advantages of the product and how it could make life easier for busy women. It was a major breakthrough for the brand which gained market share war (> 40%) over its natural rival Nestlé. The website is also helping the brand come out of its historical arena, 'breakfast'.