Special K has been saying ‘shhh!’ to body fat talk in a spot aimed at body-aware young females – and these younger girls now indicate that they are a lot more most likely to contemplate getting Special K the up coming time they get cereal.
In accordance to the Special K ad launched in early December, 93% of females ‘fat talk’, or have negative entire body picture ideas about themselves. The cereal brand teamed up with model Tyra Banking institutions to advertise the campaign, who tweeted to supporters in mid-December: “#FightFatTalk w/me & @SpecialKUS by posting UR SHHHH selfie!”
The industrial shows girls strolling into a outfits store, and they begin to notice messages on the clothing labels and close to the store with negative physique image quotes. Then some of the ladies begin to notice that they think the comments about themselves, even if they wouldn’t say it about somebody else.
Tyra Banks is fronting the campaign
Considering that the ad was launched on December 2, YouGov BrandIndex’s Purchase Consideration score amid 18-34 year-outdated women for Particular K – which asks this demographic if they would take into account the brand up coming time they are getting a cereal – has lifted above an index of cereal brand competitors. The most recent scores, out of a assortment of %-100%, place Specific K at forty% versus an regular of 31% for its cereal brand rivals – a 9% differential. At the beginning of December, these scores have been 31% and 27% respectively. The campaign has continued via 2014, and from January one Particular K saw its most significant perception lift above the sector.
“Fat Talk is contagious – and it’s weighing girls down,” the company explained. “Whether sparked by an unflattering photo or buying for jeans, these unfavorable feedback females make about their very own bodies and others are a destructive and considerable barrier to weight-management achievement.”
Speaking about the campaign, Tyra Banks mentioned she understands very first hand the impact of entire body image on self-esteem. “As a function model, I try to keep a constructive mindset and healthful technique to managing my weight, she stated. “That’s why I’m fired up to partner with Special K to help empower ladies to not only truly feel confident about their bodies, but also to remove these adverse thoughts and demonstrate them how to use suggestions and tricks to make their least liked bodily attributes search much better.”
The spot was accompanied by the launch of fightfattalk.com, which tracks how a lot of unfavorable comments are being said about excess weight towards individuals tweeting good body picture ideas using the #fightfattalk hashtag.
This publish was written by Ted Marzilli. He is senior vice president and managing director of BrandIndex.
Image: Getty
Younger Women React to Tyra Banking institutions Fighting "Fat Talk" for Specific K
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