Ammirati Puris Lintas is urging women not to take slimming too
seriously in a new press campaign for Batchelors’ diet brand, Slim a
The campaign, which is aimed at all women who want to lose weight but
can’t face strict dieting or going to the gym, mocks the usual approach
to slimming product advertising with the line: ’How to become an instant
The ads attempt to reflect the idea that although many women are
concerned with losing weight, they are realistic enough to know that
they are never going to look like a model - and can still have a laugh
Each of the four executions has a cut-out accessory - celebrity
boyfriend, Cindy Crawford mole, expensive clothing label, a perfect pout
- which, together with drinking Slim a Soups, will turn you into an
The ’doodled’ art direction also adds to the idea that you shouldn’t
take weight loss too seriously.
It is the first advertising for the brand, owned by Unilever’s Van den
Bergh Foods, since the 1980s.
Nick Welch, executive creative director at APL, said: ’It says it’s a
slimming product without being heavy-handed. It’s a low-calorie product
which is quite jolly.’
The ads will appear from 1 April in women’s titles including
Cosmopolitan, Bella, Chat and Good Housekeeping. They will run for three
The campaign was art directed by Ali Peaty and written by Nicky
Media planning and buying is through Initiative Media.