Here is part of the newspaper's Kellogg's story for which, I have provided comments.
"Special K has a problem (ie. like their customer's bodies - profits too are sagging): Its brand is known for dieting. For years, its ads were built around images of fitting into that perfect red dress, and in decades past, of bragging that “you can’t pinch an inch” of fat. But the women who are Kellogg Canada Inc.’s target consumers are sick of being told to diet ."(hey! someone has to tell women - and men - as diabetes rates are soaring, the heart attack rate for women is zooming up, specialty clothing for 'plus size' men and women is a burgeoning market)
"Statistic showing how many women have negative feelings about themselves. It then goes on to present what the marketers are hoping will resonate with women as a sort of manifesto: fighting negative thoughts, embracing imperfections, and being nicer to themselves (go ahead ladies - one more Krispy Creme donut isn't going to kill you! - besides, you walked all the way from your car to the mall door this morning)
"It’s not about losing weight, it’s about working out and building her sense of self. And while her stance on body image was at one point about looking good, now it’s about feeling good.” (really? so that roll of fat hanging over your belt is now 'empowering'?)
"As consumers become more focused on how natural and nutritious their food is, the company will be adding more “recognizable” ingredients such as berries and almonds." (Hey Kellogg's, you can dress up Special K all you want but that doesn't change - or reverse - the 120 calories per cup, the 210 mg of salt, 4g of sugar, and the fact that your product has zero fibre)
Read the sad story on the Globe and Mail
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