It’s hard to have missed this advert, not least because of its vivid yellow background but because of the controversy surrounding the campaign. Protein World’s ‘Are You Beach Body Ready’ ad campaign launched last week in the underground and immediately sparked worldwide controversy over body-shaming with social media going crazy with complaints about the ‘insulting’ advert. The image asks viewers ‘Are You Beach Body Ready’ and features a model in a yellow bikini. The advertisement was met with criticism for promoting a self-conscious body image and the pressure to have to be slim to wear a bikini. The advert has now been banned by the Advertising Standards Authority (ASA) and they have confirmed an investigation.
Many brands including Swimsuitsforall have reacted to the brand, creating its own version of the controversial ad with plus sized model Ashley Graham wearing a bikini and the title ‘Are you ready for this beach body?” The image was shared on their official page with the caption “Yes we are. ALL bodies are #BeachBodyReady. As our girl Ashley Graham says, “there is no reason to hide and every reason to flaunt.”#CurvesInBikinis #SwimSexy #YouveGotIt #FlauntIt.” Skincare brand Dove also got involved and had their say with their own version entitled ‘Yes we are beach body ready’. Both of these reactions were in line with the brands ethos and views.
But is the Protein World campaign brand suicide or a stroke of genius? The past few days have seen one of the most effective and innovative pieces of marketing. The £250,000 media spend has become a viral phenomenon. In terms of sales the brand has reported £1million in direct sales revenue. The controversy surrounding the campaign has propelled the little know brand to a household name.
