Protein World keep on digging and digging over that beach body advert indy100 indy100 Indy100 logoNewsletter sign upRegister/Sign inTop 100NewsViralPoliticsCelebritiesScience & TechVideoWishlistWishlistBooksFashion & BeautyFood & DrinkHome & GardenKidsSports & FitnessTechTravel & OutdoorsMoreScience & techVideoConversationsSportIdentitiesLifestyleShowbizTVSearchxNews

Protein World keep on digging and digging over that beach body advert

Matthew ChampionApr 27, 2015 Today in 'oh, great...' news, the company behind a 'body-shaming' advert that has angered many is celebrating what it says is a successful campaign. Protein World's 'beach body ready' advert has attracted criticism online and been defaced on the Tube. But the company's head of marketing has insisted the response has been "fantastic". Richard Staveley was on Sky News this morning where he said the company has an 84 per cent female customer base. "I think it's fair to say we weren't expecting this level of exposure," he said, "but, it's fantastic." Protein World has spent the days since the poster began attracting attention responding to critics on social media, often in a provocative fashion, including urging someone who had written a letter about the controversy to put it "in the nearest bin" and branding detractors as "irrational extremists" and "terrorists". But when asked whether he regretted the company's response, Staveley said "absolutely not". We've created a brand with a real personality. We're not a faceless corporation. There will be times when that potentially sails quite close to the wind. But, I certainly don't regret any of the approach we take. This might have something to do with Protein World CEO Arjun Seth saying his team had received a bonus. Meanwhile, Katie Hopkins has inexorably gotten involved, gravitating towards online controversies like a professional troll is drawn to a column in a tabloid newspaper. The moral of the story? More: [Everyone is still really angry about this beach body advert but the diet company says it's just a minority 'making noise']2Keep reading...Show less

A posed smile can improve your mood new research suggests

Owen Jones delivers powerful speech on trans rights at awards ceremony

King admits suspense is killing me in trailer for The Repair Shop

Please log in or register to upvote this article

Top 100

Liz Truss has resigned as prime minister - the best memes and reactions

liz trussprime ministerresignedmemesjokesliz truss11h

The Daily Star' s lettuce officially outlasted Liz Truss

liz trussresignationlettucedaily starliz truss10h

Liz Truss' s time as PM summed up with Taylor Swift song titles

liz trusstaylor swiftprime ministerliz truss9h

Man endures ' 29 hour flight' with screaming kids for the entire trip

flightplanechildflightOct 12, 2022

Lorraine Kelly hits out at Madonna' s ' boiled egg' face

madonnamadonnalorraine kellygmbshowbizplastic surgeryOct 11, 2022

Elon Musk is actually selling a ' Burnt Hair' fragrance

elon muskthe boring companyperfumeelon muskburnt hairOct 12, 2022

Jon Stewart slams Arkansas attorney general for her ' anti-trans law'

lgbt+transgenderlgbt+jon stewartapple tvarkansasus newsnewsOct 11, 2022

Couple spark debate for ' scandalous' wedding cake topper

wedding caketiktokwedding cakeviralOct 12, 2022

Love Island star shows extent of how far influencers edit photos

Love IslandOct 11, 2022

Steven Seagal describes Putin as one of ' greatest world leaders'

steven seagalOct 10, 2022

Lizzo wears empowering shirt after being fat-shamed by Kanye West

lizzoOct 10, 2022

14 of the worst things the Tories did this week

liz trussOct 08, 2022

A lettuce just outlasted Liz Truss' stint as prime minister

Liz Truss10h

Newsnight guest says ' you can' t treat mortgages like prime ministers'

Liz Truss15hThe Conversation (0)