More Dove-Like Advertising

Here is a New York Times article about Special K's marketing strategy for "real" women. Hmm ... I'm of two minds about this. I applaud the company for understanding today's two-way media paradigm (i.e., give your customers a voice rather than handing down prescriptions based on what you think they want). However, the campaign is still aimed at women who are dieting. And the campaign's website, The Victory Project, "features videos of women on a quest to lose weight being coached not just by a dietitian, but by fashion, hair and makeup experts as well."

It would seem Kellogg is focusing on the process of self-improvement, rather than the culture's idealized, and for most women unattainable, result. OK. But isn't it the process of dieting that brings in the money for Kellogg? If women get discouraged by idealized imagery, they give up. If they give up, they won't replace two meals a day with Special K, as the company recommends. I'm not sure this is as progressive as the strategists would like us to believe.