Consumers have never been smarter about food, and the desire for real food in a real world has gone mainstream. Food producers are being forced to reformulate, with real ingredients and no preservatives, colours or additives.
And this consumer-driven movement is also forcing brand messaging to show consumers as real people – as Special K has done in its new #OWNIT commercial.
Special K opens the ad with a startling bite of research:
“FACT: 97% of women have an “I-hate-my-body”moment every day”
The brand’s advice for negative body-issue self-talk?
“What if we could tell that little voice in our head that tells us we’re not good enough to SHUT UP!?”
Instead of encouraging women to work towards an impossible ideal, the brand says that loving yourself the way you are is a far healthier attitude, which is an impressive 180º turn for a diet brand.
In another marketing turnaround earlier this year, BelVita’s #MORNINGWIN campaign “got real” by making fun of the impossible promises brands make, in this case, ridiculously increased productivity, all thanks to a breakfast food.
PS: here’s a somewhat unrelated, highly unscientific, but nevertheless entertaining article from the Daily Telegraph that explores what “real men” are really looking for in a woman.