The Impact of Diet Culture on Advertising
- amberlynwellbeing
- Nov 8, 2023
- 3 min read
Using Special K and Yoplait as a case study
I recently heard a commercial on the radio for Special K cereal advocating for its high protein content and being a part of a well balanced diet. It got me thinking about the commercials I grew up watching where Special K was exclusively marketed towards women, as a way to lose weight. That, then snowballed into wondering about Yoplait commercials and if they’ve changed as well.
Spoiler
They have.
The Early 2000s
Special K
Through watching many old commercials I noticed some patterns.
First off, fun fact, Special K was originally made and marketed towards men as an alternative for a fried breakfast. It wasn’t until the 80s they started marketing to women. The early 2000s commercials heavily relied on how you would look when you eat their cereal. That there’s an ideal way to look. There are a few commercials that promised you will lose a certain amount of inches around your waist, in 2 weeks, wild to claim that. I did find some commercials that referred to the macro nutrient content in saying that it has no cholesterol, more protein and low in fat.
The catch phrase that kept coming up was, “keeps you looking good”.
Yoplait
We all know the infamous itty bitty yellow polka dotted bikini, or some other Yoplait commercial. What do you remember about it? I remember the infamous bikini the catchy song, and also the ideal of being able to wear a bikini, with the insinuation that only a certain body can.
Yoplait was heavily marketed as the key to weight loss, mainly that you can eat dessert and still lose weight, demonizing dessert in general. The commercials were focused on losing weight, and the calorie numbers. There was one commercial specifically, that was pulled for ‘possibly triggering content’. Where a woman is standing in front of a fridge and deeply wants a piece of cake, and you hear her internal dialogue. Obviously, it’s a good thing it was pulled, but the fact it was made in the first place and it was the ONLY one that was pulled is very telling.
Overall, these two were marketed towards women and as a way to lose weight. Specifically, the key to losing weight.
The Now (2020s)
Special K
Like I mentioned before, Special K is now being pushed as great way to get protein in, and is also high in fiber. It appears in their most recent adds they aren't targeting women specifically. But it’s for everyone, a great way to start your day. The slogan in at least one add I found was, “start good, stay good”, which is an interesting pivot from “keeps you looking good”.
Yoplait
Recent Yoplait commercials are also marketed toward everyone, instead of being about losing weight, it’s an essential part of a morning routine. I’ve seen a lot of commercials geared towards younger kids and teenagers, through the parents eyes. They’ve shifted towards greek yogurt and advertising the high protein content. The new common slogan is “real good, “real fruit, real smooth”. Focusing more on how it tastes rather than how it will make you look.
These shifts are significant, it shows that there has been a shift in society. There is still an abundance of diet culture rhetoric, everywhere. These shifts however, show me that as a whole we are becoming more interested in the value of fueling ourselves, and away from quick fixes.
At it’s core marketing can be simplified down to pandering to the public, or the audience to get sales, so these marketing strategies are not groundbreaking or setting a precedent. I do hope that the shift will continue to happen through all areas, but for this moment I can be ok with not being sold weight loss yogurt and cereal.
Let’s continue to push back against diet culture.
This is a very United States centered look on these products and marketing. If you’re interested in me looking at other parts of the world, let me know.
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