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| Fuel Rules | |
| by Syd Briscoe | |
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Diet culture is no longer the guaranteed earner it once was - at least not in the same way as its heroin chic Nineties heyday. Long gone are the days of cabbage soup and nothing but shakes in order to maintain the lowest BMI possible, regardless of the consequences. Today's social media certainly has its negatives, but a strong body positivity movement and awareness of photo filters is a distinctive upside. This shift in public perspective informs SlimFast's fresh brand positioning, which focuses on health benefits rather than body shape. Rapper Big Narstie joins longtime spokeswoman Kelly Brook for the 90" music promo which introduces the campaign, featuring a remix of the artist's 'Work Hard Play Hard'. Weight loss doesn't even factor into the equation here - except for the implicit associations with the brand's name. Rather, the focus is all on the consequences of better health. More sex, more self esteem, more time spent with people you love - it's a smart way to appeal to those automatically turned off by talk of dieting, but who will find the concept of a better quality of life via a simple meal switch extremely tempting.
Product Category: Dietary Aids
Territory: UK
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