Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Special K Takes On Dove Advertising Model With 'Fat Talk'

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Just a week after Pantene's anti-gender bias ad made the internet rounds and around eight months since the Dove "Real Beauty Sketches" became the most-watched ad ever on Youtube, Kellogg's Special K also released an ad that touches on female empowerment.

Targeting female fat talk, they invited several women to a store that contained labels inscribed with things like "Feeling so disgusted at my figure at the moment #cow," "cellulite is in my DNA," and "I have a muffin top" instead of display signs and price tags. The women all had an epiphany and promise not to fat shame themselves anymore.

However, the idea isn't to accept bodies as they are. It's more like think positively so you can actually lose wright (by eating cereal). Working with Dr. Renee Engeln and Northwestern University's Body and Media lab, the company found found positive thinkers are more likely to succeed when managing their weight. Fat talk does two negative things primarily: (1) Undermines healthy choices therefore acts prevents "weight management" success and (2) poisons those who overhear it with negativity. Special K has created some tools to manage fat talk, including The Fat Talk Scanner, which searches for fat talk on social media, and The Fat Talk Scale, which measures overall online fat talk.

· Pantene Sells Shampoo By Highlighting Gender Bias [Racked]
· Dove Ad Becomes Most-Watched YouTube Video Ad Ever [Racked]