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
- Account Manager / Senior Account Manager Blue Tree Recruits £30,000 - £35,000, Guildford, Surrey
- Account Director Blue Tree Recruits £40,000 - £50,000, Central London
- Junior Artworker Blue Tree Recruits £18,000 plus benefits , Theale, Reading
- Brand and Advertising Manager - Global Technology Innovator Ninesharp £52000 - £58000 per annum + Bonus, Benefits, Berkshire
- Senior Account Manager createselect Up to £40K pa, depending on experience, London (Central), London (Greater)
- Tesco Clubcard uses Twitter to pick out Christmas gift ideas
- Samsung launches first Christmas TV campaign in the UK
- O2 launches 'walk' campaign with Ed Sheeran
- BBH London promotes Caroline Pay to deputy ECD
- ASA bans 'strongly sexual' Giffgaff ad
- Hammerson uses automated mechanical model to showcase Christmas gifts