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
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Managing Partner - (Digital)- Agency - London Major Players £80000 - £100000 per annum + 50 % equity, London
- Freelance Senior Interior Designer Purple Consultancy £250 - £300 per day, London
- Philips launches campaign for app-controlled lightbulbs
- Sorrell warns of Scotland becoming an 'outlier' and the UK 'diminished' by a Yes vote
- Publicis boss Maurice Lévy to step down in 2017 amid board shake-up
- Sometimes collaboration, not innovation, can be the key to winning campaigns
- Virgin Trains spends £8 million on advertising to refocus on its brand
- WPP challenges Govt review