Special K ditches woman in red for ‘real woman’ in latest ad
Special K has launched a new ad campaign featuring ‘real women’ with a Body Mass Index (BMI) of up to 29.
The girl in a red swimsuit in missing from the new advert, which aims 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.
A spokesperson from Special K said: “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.
“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.”
The ad shows women weighing themselves, but instead of their weight coming up, they are given complements such as ‘amazing’ and ‘stylish’.