Kerry LowLow, an Irish company that markets low-fat cheese spreads, recently got buzz with a commercial that pokes fun at the clichéd women we often see in diet commercials. The spot cleverly mocks typical low-fat-food commercials and three stereotypical women they often feature. “Muffin Gal is stressed with weight and completely obsessed with cake,” explains the soundtrack, while “Smug Gal nibbles crackers all day so she fits in her jeans OK” (cue shot of thin woman happily bouncing back on her bed, arms spread out). Ditzy Gal prances around in her underwear eating yogurt. “Sick of clichés? So are we,” reads onscreen copy at the end.
The brand’s positioning is based around encouraging a healthy relationship between women and food. Says a mission statement on the LowLow website: “We say ‘enough’ to feeling bad about food. We believe that everyone should taste, savour, share and, above all, enjoy great food. … LowLow makes food to feel good about (and our plan is to make our ads that way, too).” Rather than play into consumers’ anxieties about food—the video parodies the ideas that women should only eat small portions and resist all cravings—brands can take a more positive approach. Last year, for instance, we wrote about a Kellogg’s campaign in the U.K. that asked women, “What will you gain when you lose?”