Kellogg’s has announced plans to use plus-sized ‘real women’ in new ads for its Special K brand, replacing the famous K girl in a red swimsuit. The group said the move aims to encourage a more positive attitude to bigger body sizes.
The brand’s latest TV ads, part of a new campaign called ‘What Will You Gain When You Lose?’, feature a group of with a Body Mass Index of up to 29 (a BMI of 18.5-24.9 is classified as ‘healthy’, and one of 25-29 is classified as ‘overweight’). It added: “The Special K girl will still be used in other advertising as she is a long standing icon of our brand but we still insist she has a BMI of at least 21, as we only want to use healthy body images.”
Kellogg’s noted: “We want to encourage a responsible attitude when it comes to body image and to show that losing weight isn’t just about the way you look or a certain size you need to conform to, but more importantly about the way it makes you feel. The fact that we are using real women for the first time of a variety of shapes and sizes is the perfect way to encourage women to think differently about losing weight and not just focus on the numbers on the bathroom scales.”
NamNews - Friday 15th June 2012