Advertisement Causes Social Backlash for Protein World

This weekend Protein World hit the headlines due to their latest advertising campaign which has been running on boards on throughout the London Underground. The image has caused anger online and seen the company face online and social backlash.  It has also seen an online petition set up calling for the removal of the advertisement.

The advert featuring a slim, toned woman in a bikini alongside the question – “Are you beach body ready?”

Image courtesy of Protein World

For many of the millions who use the London Underground daily, they probably wouldn’t have given this advert a thought other than thinking they should get to the gym. However others have taken offence at what example they feel this advert is setting.

Thousands have spoken out against the sexist and body shaming nature of the advert from Protein World, so much so that there is now a change.org petition calling for the advert to be removed with more than 40,000 signatures and growing.

The company also faced social backlash, with some Twitter users questioning the nature of the advertisement to other sparking all-out war with the company.

I committed an act of civil disobedience last week and it felt glorious @VagendaMagazine @EverydaySexism pic.twitter.com/4jl8vbnulU

— Miranda Fay Thomas (they/she) (@DrMirandaFay) April 22, 2015

Women of London, we're BLAZING in our no-to-#BodyShaming glory. Time to take back the body narrative. #EachBodysReady pic.twitter.com/j4Rc2a56tE

— Dr Ayala Maurer-Prager (@Dr_Yalz) April 26, 2015

https://twitter.com/LaurenceHebberd/status/591535741399916544

Coming out to defend herself and Protein World to a certain extent was the model featured on the advertisement, she cleared a few matters in the Huffington Post saying:” I think nearly every ad campaign you have ever seen is open to interpretation. But saying the ad is body shaming by body shaming the image is very contradictory. Two wrongs don’t make a right.”

She added:

‘I am a real person behind the image. I work very hard and live a healthy and active lifestyle which is why Protein World chose me for their campaign. I couldn’t work every day as a full time model by starving myself, dieting or not looking after my body. Nourish your body, be kind to it and it will love you right back, no matter your size.’

After their initial Twitter fail whilst trying to defend their brand, the Protein World have now issued an official statement on the matter:

“It is a shame that in 2015 there are still a minority who aren’t focusing on celebrating those who aspire to be healthier, fitter and stronger.

“Renee, our stunning model, falls well within what the British Government deem to be a healthy weight, based on the BMI system.

“We now run Britain’s largest protein facility, selling our products in over 50 countries to more than 300,000 customers. Most of them are women. How could we possibly be sexist?

“Getting ‘beach ready’ is not a new concept. It’s a fashion that is followed by millions (admittedly not everybody as we have seen!) around the world when they look forward to their summer holiday. We absolutely have no intention of removing the adverts because of a minority making a lot of noise.”

It looks like this will be a story which does not go away, a Facebook page has also created for the hashtag #eachbodysready

May Gibbs, who is one of those behind the Facebook page, said: “We know there is no ‘ideal’ body. Everyone is different and everyone’s bodies are ready when they say they are.

“The beach should be for fun and relaxation, not judgement and comparison. It is a reminder to advertisers that the public cares, and will be heard on these issues.”

Marketing vs Feminists

An important point to note is before any company undertakes a new advertising campaign, they would conduct marketing research before developing a plan. Protein World stated that they chose a women to head their campaign because 84% of their customer base is female.

The company also stated on Sky News this morning that they asked their customer base what they wanted to see and what motivated them. This campaign is from the feedback from their customers who wanted: “An inspirational figure who has achieved her body goals in a healthy way.” According to Richard Staveley on the Sky News report this morning.

For them the controversy surrounding the advert has gained them more coverage through the press, fanning the flames, Richard Staveley, head of marketing at Protein World told Sky News: ‘I think it’s fair to say we weren’t expecting this level of exposure…but, it’s fantastic.’

The response to this controversial ad has been "fantastic", says the marketing boss of the company behind it http://t.co/NMjL5RZ6Gu

— Sky News (@SkyNews) April 27, 2015

The company can stand behind the defense of their target audience and customer base, but is this enough? In future will brands now have to take into consideration whether their campaigns can be seen as sexist and body shaming?