This is not Dior | UK Marketing & Lifestyle Blog

UK Marketing, Fashion and Lifestyle Blog by 21 year old Fashion Business and Promotion Graduate, Lauren Evans.

Friday, 1 May 2015

Swimsuit Brand Respond to Protein World's 'Are You Beach Body Ready?' Ad Campaign

It's the topic everybody seems to be talking about right now... Protein World's 'Are You Beach Body Ready?' ad campaign that launched last week in the London underground has received much negative attention and public retaliation, with consumers stating that they find it offensive. The ad has been criticised with promoting a self-conscious body image and pressure to "have to be slim to wear a bikini".

Below is the original Protein World advert.



Swimwear brand, Swimsuitsforall, have since responded to the ad with their own take, using plus-size Model Ashley Graham wearing a bikini against accompanied by the prompt "Are you ready for this beach body?"

The brand posted their clever reactive marketing ploy on social media with the caption, "Yes we are. ALL bodies are #BeachBodyReady."


Skincare brand Dove have also weighed in on the debate and had their say, posting a reaction very in line with the brand's established ethos of female empowerment.


Despite the criticism and backlash Protein World have faced from this marketing effort, the brand have continued to support the campaign and have also been enthralled in disputes with Twitter users voicing their opinions of the brand and its advertisement.

Protein World's twitter account replied to one user "grow up", while the CEO Arjun Seth has labeled others "crazy". 

A spokesperson for Protein World tweeted "We are a nation of sympathisers for fatties" and "why make your insecurities our problem?" to a user after she posted that she'd signed the change.org petition calling for the removal of the advert.


Transport for London have since confirmed removal of the advert will commence this week.

What are your views on Protein World's campaign? Do you think they handled the backlash well or is arguing with consumers bad practise? I'd love to know your thoughts!



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