Kellogg's ditches red swimsuit girl for 'real women'

Kellogg's Special K is switching tactics from using svelte women in red clothing in its advertising to featuring plus-sized "real women" for the first time.

Later this month, Kellogg's will showcase a new TV ad by Leo Burnett, which will feature a group of real women with a Body Mass Index (BMI) of up to 29.

Overweight women's BMI is classified as  between 25 and 29.9, compared to healthy weight between 18.5 and 24.9.

The move marks a major strategic shift from Kellogg’s, as Special K is a flagship product and the brand is synonymous with aspirational ads featuring slim women in red dresses and swimsuits.

Kellogg’s says the move is designed to encourage women to think about some of the other positives they will gain when they lose weight, rather than just focusing on what they look like or what size they are.

According to Nielsen, Special K is the second biggest selling cereal in the country, with sales of £119.4m in 2011, behind Weetabix with sales of £135.1m.

In 2004 Unilever's Dove used overweight women in its advertising.

Follow John Reynolds on Twitter @johnreynolds10


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 An oral history of 'Get a Mac,' Part 1

How an excruciating seven-month quest for an idea Steve Jobs didn't hate gave birth to one of the funniest, most effective campaigns in Apple's history, told by the writers, crew and actors who created it 10 years ago.

Just published

More