Beach Body Ready, But the Complaints Department Wasn’t

Several UK advertising campaigns have backfired spectacularly over the years, but one of the silliest that stands out is the 2015 Protein World “Beach Body Ready” campaign.

This campaign by the supplement company Protein World featured a bikini-clad model alongside the tagline “Are you beach body ready?” on posters in London Underground stations[4]. The intention was to promote their weight loss products, but it backfired tremendously for several reasons:

1. Body shaming accusations: The ad was widely criticized for promoting unrealistic body standards and implying that only slim figures were acceptable for the beach. This sparked outrage, especially given the growing awareness around body positivity.
2. Sexist overtones: Many felt the ad objectified women and reduced them to their physical appearance.
3. Poor timing: Launching such a campaign just before the summer beach season was seen as particularly insensitive.
4. Tone-deaf response: Rather than apologizing, Protein World initially doubled down and dismissed critics as “fatties” and “feminists”, further inflaming the situation.

The campaign resulted in:

• Nearly 400 complaints to the UK’s Advertising Standards Authority (ASA)[3]
• An online petition with over 70,000 signatures calling for the ad’s removal
• Protests in London’s Hyde Park
• Widespread social media backlash and parody ads
• The ASA eventually banned the ad and launched an investigation into its health claims[3]

What makes this campaign particularly silly is how badly Protein World misjudged public sentiment. Instead of trying to be provocative, they came across as out-of-touch and insensitive. The ensuing controversy and backlash completely overshadowed any intended marketing message.

The “Beach Body Ready” debacle serves as a cautionary tale in marketing about the importance of considering broader social context and potential interpretations of ad messaging. It’s a prime example of how even well-funded campaigns can backfire spectacularly if they fail to read the room correctly.

Current Status of Protein World

According to my information Protein World Limited, the company behind the brand, is currently in liquidation. This suggests that the original company has ceased trading in its previous form.

After the controversial “Beach Body Ready” campaign in 2015, Protein World continued to operate for several years. In 2017, they launched another campaign featuring Khloe Kardashian, which also drew criticism. By 2018, the brand had undergone a significant transformation, launching the #EveryBodyWorks campaign, which adopted a more inclusive approach to fitness and wellness.

Sources

[1] Worst Marketing Campaigns 2022 | Interact Digital
[2] 11 Marketing Campaigns That Backfired | DISCUSS | Blog
[3] 10 Of The Biggest Advert Fails of all Time – Marketing Logic
[4] Top 10 of the worst advertising campaigns ever – Copify Blog
[5] The biggest UK-based marketing mistakes ever made!

Kevin Harrington Partner

Kevin Harrington is a Partner at Exit Factor UK, helping SME owners increase business value & build a rewarding, well-planned exit. Former CMO at BBC Worldwide.

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