Magazine article Marketing

Adwatch: Kellogg's Special K - 'Drop a Jeans Size'

Magazine article Marketing

Adwatch: Kellogg's Special K - 'Drop a Jeans Size'

Article excerpt

I have a list of 20 TV ads in front of me; the same list that has been put in front of 1000 adults aged between 16 and 64, who have been analysed for 'prompted awareness'. Is it just me, or does this sound slightly torturous?

The ad that came out on top for recall was Special K. Now this definitely sounds torturous. Eating only two bowls of cereal every day for two weeks sounds like a menu you wouldn't even consider if you were staying at Her Majesty's pleasure.

Why would anyone at liberty to choose what they want to eat, nibble through two bowls of beige flakes every day for two weeks? Oh yes! So they can 'drop a jeans size'. Of course. Now it all makes sense.

Hang on, though, if someone wants to drop a jeans size, wouldn't it make more sense simply to eat more vegetables and satsumas and fewer kebabs and chips? Or, and here is a controversial thought, get off their size-18 jeans-clad arse and do some exercise?

No, no, no. That wouldn't sell lots of Special K to women who have an unhealthy obsession with their weight, thanks to ads like these. …

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