Kellogg's ditches red swimsuit girl for 'real women'
By John Reynolds, campaignlive.co.uk, Thursday, 14 June 2012 04:21PM
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
This article was first published on campaignlive.co.uk
- Senior Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- Mid Weight Graphic Designer - Consumer agency JEFFERSON £28-35k plus benefits, SE Surrey
- Senior Digital Delivery Manager Harvey Nash £55000 per annum + package, Nottingham
- Assistant Buyer - Global Tech Brand Aquent Up to £49,000 Dependent on Skills and experience, London
- Evian baby Spider-Man 'rescues' fans with Twitter answers
- YouTube reveals user habits to appeal to 'older' marketers
- Pitch update: eBay's media contest, DFS and 2 Sisters Food Group
- Three's pony and cats with thumbs top the cute Easter ad chart
- McCann wins Qatar Financial Centre brief
- Metro launches content agency