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  • Cheerios Canada fights tween ‘Dietainment’
  • Cheerios Canada fights tween ‘Dietainment’
    General Mills (2015) ©

Cheerios Canada fights tween ‘Dietainment’

Cheerios is wading deeper into girl power territory with its latest Canadian campaign. The breakfast cereal brand is encouraging people to co-sign its petition to put an end to ‘dietainment’; weight loss messaging dressed up as fun that could potentially mess up young, media-hungry girls.



  • Article image Willagirls: Gen Z sell skincare at sleepovers

    From Avon ladies to Tupperware parties to Ann Summers soirees, peer-to-peer selling is an established business model for companies, with most aimed squarely at middle-aged women. But now Willa is hoping that Gen Zers can revive its brand by selling lip shimmer and face wash to their pals.

  • Article image HelloFlo: making periods funny

    Tampon subscription service HelloFlo has won millions of fans by rejecting euphemism in favour of hilarious honesty. But what does its humorous take on being a 12-year-old girl tell us about what we really want from our most intimate brands? How honest is too honest?

  • Article image Can Elle rebrand feminism?

    A 'taboo' topic with enduring stereotypes, feminism has often been avoided by women's magazines – until now. Can a new campaign by British fashion magazine Elle 'rebrand' feminism?

  • Article image Girl power: a new leadership paradigm

    The modern woman is setting her sights on increasingly ambitious career. John Gerzema explains how her attitudes have changed, what hurdles she faces and how brands can cater to her needs.