Global – Brands are ditching the word ‘diet’ and focusing on achievable personal improvement over perfection.
Weight loss is no longer about the numbers on the scale. Brands such as Special K and Lean Cuisine have moved away from diet marketing to focus on lifestyle changes, not calorie counts, as they embrace the changing mentality around weight.
Kellogg Company cereal brand Special K is moving away from diet marketing with the creation of its new Nourish product that focuses on nutritional value, reflected in the branding and advertising. The new cereal highlights the nourishing benefits over any weight loss promises, and features ingredients that are popularly associated with good health, including quinoa, rye and spelt.
‘The ad celebrates the inner strength that we know every woman possesses, and focuses on providing women with foods that are both delicious and nourishing so we can do our part to help them remain strong,’ Jeremy Harper, senior director of marketing at Kellogg Company, told Advertising Age.