No More Reverse Cowgirl: SlimFast Ditches Sex Vanity Play
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SlimFast — which grabbed attention a couple of years ago with a campaign full of sexual references — is cleaning up its act under new owners and a new ad agency.
Kainos Capital, a private equity firm that bought SlimFast from Unilever in 2014, is launching a new campaign for the struggling brand that will target a broader swath of dieters, including men. The effort (above), called “It’s Your Thing,” is decidedly more family friendly than 2013’s “Get What You Want” print and digital campaign. That campaign, by Bull-White House, included women revealing the real reason they wanted to shed pounds — such as looking good while doing the “reverse cowgirl.”
The new ads are by Barker Advertising and Interactive. The small Manhattan-based shop beat out several finalists after a lengthy review that began last year. A TV ad debuting this week shows men and women dancing and consuming SlimFast shakes and bars to a remake of the Isley Brother’s song “It’s Your Thing.”
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