Slimfast Resolución

Artículo de "The Guardian"

 

LONDON - Slimfast has launched its summer campaign tempting British women to drop a bikini size by comparing them to 'stick thin' French, Spanish and Swedish models.

 

The fully integrated campaign, launched this week by Grey London, involves print and outdoor advertising as well as in-store displays and marks the first time that Slimfast has moved away from TV advertising.

 

The creative, which is now running in national press, women's weeklies and posters, includes images of thin continental models, with captions including, 'I love British women…they make me look great' and 'Face it British Women, its not last year's bikini getting smaller'.

 

Another image shows a group of curvier UK women - dressed in similar skimpy white outfits as the 'real women' used in the recent Dove commercial - defiantly pledging to 'fight' their European counterparts 'on the beaches'.

 

Kate Hudson, head of PR at Grey London, said: "We are not saying to women that they should be stick thin, like the European models just to drop a bikini size if that's what makes them feel comfortable. If you look at the British women in the ads they are curvy and look great."

 

The aim of the campaign is to encourage consumers to adopt the Slimfast 'Lets Bikini' plan , which involves purchasing products including ready meals, soups, bars and shakes.

 

Slim fast European brand director Emma Woods added: "The ads tap into the universal female fear of getting into a bikini each summer."

 

Freud Communications has also been brought in to handle PR, which involves Family Affairs actress and former Celebrity Fit Club contestant Nicola Dussett.

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