APL puts fun spin on Slim a Soup

Ammirati Puris Lintas is urging women not to take slimming too seriously in a new press campaign for Batchelors’ diet brand, Slim a Soup.

Ammirati Puris Lintas is urging women not to take slimming too

seriously in a new press campaign for Batchelors’ diet brand, Slim a

Soup.



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

soupamodel.’



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

about it.



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

instant ’soupamodel’.



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

months.



The campaign was art directed by Ali Peaty and written by Nicky

Bullard.



Media planning and buying is through Initiative Media.



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