I was watching my favorite show the other night - on HGTV - or maybe on CBS - or it could have been NBC; I have favorite shows on all those stations. Anyway, as I was watching TV, and reading (multi-tasking, and all) a commercial came on that made my blood start to boil.
Special K cereal was showing a young woman reaching for something in a kitchen cupboard when her blouse pops a button, just about where her cleavage would be, if it were showing.
This is a young woman (30 years old or younger) who probably weighs under 120 pounds, and looks to be about 5'5" or 5'6". This button popping leads her to wrinkle her pretty forehead in worry, and to reach into a different cupboard... to bring out the Special K. Because popping her button means she's fat. And Special K will help her lose weight.
Here's why Special K just doesn't get it and why this commercial is so out of it. First: the young woman is adorable and gorgeous and IF she was growing enough to pop her breast button - well, it's not something most women would complain about. Since the rest of her was pretty slim.
Second: after she grabs the Special K and the announcer lets us in on how a breakfast cereal can help you lose weight (it's cereal folks, not a diet pill)... the young woman proceeds to pull the edges of her blouse OPEN... in pride. As if it's now okay to pop buttons.
Explain to me where the marketing director at Kellogg has been for the last five years - maybe under a rock? Explain to me how one minute this "poor" girl can be so concerned about this popped button, and the next, proud to show off...nothing. She never does open her blouse enough to reveal anything. That's just a ruse for the men watching .
What message is this sending - to women, to young girls, to men? The WRONG message. The message that slim is not okay - you have to achieve skinny. The message that a breakfast cereal is a substitute for good nutrition and exercise. The message that Kellogg doesn't care about its customers - it only wants to sell cereal, despite this site that purports to defend the way Kellogg is advertising Special K (or HAS advertised it in the past...the ads noted on the site are pre-21st century, and if this new ad is part of the program, they have veered WAAAAaayyyyy off course!)
So, all I can say is: Special K, you need to call Dove and get on board with 21st Century thinking: to connect to your market using conversation and interactive dialogue.
Kellogg, if you really want to learn how to reach the women's market - let me know. I can pull together a group of solid marketing professionals who won't embarrass you by creating stupid commercials like that! Really.