The campaign billboard depicts a woman (Renee Somerfield) in her bikini, the products and the question 'Are you beach body ready?' Honestly I believe it is more the question that has lit the spark of anger but for me I don't feel the same because....Guess what? It was there to cause this exact reaction. What you actually call this is brilliant marketing - hate it or not it has got thousands of people taking note of the brand and taking to social media to voice their opinions which in turn does what? PROMOTES THE BRAND.
The negativity about this frustrates me a little because it seems some (I say some because I mean NOT ALL) of the people kicking up a fuss about this don't seem to have the same issue with Victoria's Secret lingerie campaigns or any underwear campaigns for that matter - my point here is if you are going to go after them for body shaming then go after the advertising standards as a whole and not one company who are intentionally provoking you. Also body shaming goes for all body types here, Renee is beautiful and doesn't really deserve and of the negative comments that she is getting currently!
Again I note that the above may seem offensive to you but it is their brand philosophy, rightly or wrongly it is. As you can see below this philosophy not only wins them hundreds of thousands of customers but also fans to counteract all the negativity. So whatever side of the 'how they handled this on Twitter' wave you are on just remember it's all part of the brand persona and if you don't want to see it just unfollow and don't buy their products.
This email is taken from the Twitter account of Martin Daubney a Telegraph reporter and is directly from the head of Protein World - if this doesn't prove my point on the marketing campaign side of it I don't know what will!!