Preview: Anti-diet mentality

By Jessica Smith 07 : 03 : 2016 Anti-diet : Weight Loss : Marketing

Global – Brands are ditching the word ‘diet’ and focusing on achievable personal improvement over perfection.

In light of The Optimised Self movement, brands are focusing on a more holistic approach to wellbeing
Strength and confidence are being prioritised over dress size and weight

Screenshot of WWD Beauty Inc magazine March 2016 issue

#WeighThis campaign created by 360i for Lean Cuisine, US

Big Girl: How I Gave Up Dieting and Got a Life book by Kelsey Miller, 2016

#WeighThis campaign created by 360i for Lean Cuisine, US

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.

The Big Picture

For more on brands avoiding traditional weight-loss typologies and embracing the body positivity movement, see our latest microtrend Anti-diet Mentality.