Vegan Activists Opt Against Nudity with the PETA Lettuce Dress
Leslie Chen — June 20, 2011 — Marketing
References: english.cri.cn & stylelist
Although always trying to make a statement with its campaigns, PETA has taken a different route this time with the PETA Lettuce Dress. Instead of having a model pose completely nude like in its previous ads, PETA features a fully-dressed spokesperson in its latest campaign.
Chinese model Gao Yuanyuan acts as the face of PETA in this advertisement. She wears a PETA Lettuce Dress accompanied by a chili pepper necklace. This campaign adopts a completely refreshing execution as opposed to the ones from the company's past. As always, the message is to get people to see the healthier option of going vegetarian and give up meat in their meals.
Surprising audiences with the opposite of what they're known for, this PETA Lettuce Dress is the perfect alternative to going nude.
Chinese model Gao Yuanyuan acts as the face of PETA in this advertisement. She wears a PETA Lettuce Dress accompanied by a chili pepper necklace. This campaign adopts a completely refreshing execution as opposed to the ones from the company's past. As always, the message is to get people to see the healthier option of going vegetarian and give up meat in their meals.
Surprising audiences with the opposite of what they're known for, this PETA Lettuce Dress is the perfect alternative to going nude.
Trend Themes
1. Vegan Fashion - The use of unconventional, eco-friendly materials in fashion, like vegetable clothing, will continue to rise in response to growing concern about sustainability and animal welfare.
2. Alternative Advertising - Non-traditional, attention-grabbing advertising campaigns like PETA's Lettuce Dress will become more prevalent in all industries, drawing consumers in with surprise value and standing out from the competition.
3. Body Positive Messaging - Campaigns that demonstrate body positivity and inclusivity will become increasingly popular in the fashion industry, showing that a healthy lifestyle and a confident demeanor are achievable at any size.
Industry Implications
1. Fashion Industry - The fashion industry can innovate by exploring new materials for clothing that are sustainable, eco-friendly, and ethically produced.
2. Marketing Industry - Marketers can take inspiration from PETA's bold and unique ad campaigns to create more attention-grabbing, unconventional marketing tactics to stand out in a crowded market.
3. Health and Wellness Industry - The health and wellness industry can focus on promoting body positivity and celebrating healthy lifestyles, rather than promoting unrealistic body standards and weight loss gimmicks.
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