Kellogg's claps back after billboard is censored

Censoring pregnant bodies???? In 2024???? Lord, we still have some work to do.

Last month, an ad featuring cookbook author and food writer Molly Baz was taken down after just three days. The ad appeared on a Times Square billboard and showed her exposed pregnant belly with two cookies covering her breasts.

However, it was removed for 'violating guidelines on acceptable content.'

Molly collaborated with breastfeeding startuup, Swehl, to develop the recipe for 'Big Titty Cookies,' which are designed to stimulate milk production. The ad was promoting the collab, and was fkn fab, featuring the tagline 'Just add milk.'

I mean, how good, right?

Not good enough to keep its place in the Square, apparently.

Shortly after its removal, people took to X to point out that this exact same billboard often features campaigns from Skims, Calvin Klein and Michael Kors.

'Apparently, the lactating cookies billboard is too racy for New York Times Square and had to be taken down… but actual racy underwear ads are just fine,' one user tweeted.

For effect, they posted an image of Molly’s ad compared to a Calvin Klein ad that appeared in the same spot. One that featured models covered in oil laying on top of one another...

I don’t know if y’all are thinking what I’m thinking, but I smell a double standard.

And so did Molly. She told the ABC it was 'super disheartening and infuriating' that her 'first public foray into being a public mother was one that was deemed inappropriate.'

It’s baffling to me that the Western world is okay with exposing literally any kind of boob. But God FORBID it be a lactating one. And this story is no exception.

However, an unlikely hero has come along to save the day and clap back at archaic advertising standards. And that hero came in the form of cereal flakes.

Not all heroes wear capes. Some wear a big red K.

And they feature pregnant bellies in their campaigns to celebrate the miracle of motherhood.

Partnering with Molly Baz, ‘Special for a Reason’ is Special K’s new campaign. And with that campaign comes the first cereal box to ever feature a pregnant woman. The limited edition box, which shows Molly with her exposed pregnant puku, is available for purchase on Kellogg’s website.

The brand is also donating $25,000 to United Way and its work for stronger and healthier communities in the US.

Molly Baz is ecstatic about the partnership.

'If you know me, you know I am a freak for cereal. Cereal got me through pregnancy in a very real way,' said Molly Baz. She goes on to proclaim she’s a 'diehard Special K girlie.'

'I'm thrilled to use this moment as a billboard and platform where we can celebrate the mind-blowing miracle of pregnancy and motherhood that is happening around us all.’

Kellogg’s really said: Petty, but make it ✨ progressive ✨

And honestly, I’m so here for it. And you should be too. Because as a brand, there are three things they did really well here:

• Advocating for inclusivity. Kellogg's addressed and challenged the societal double standards related to body image and motherhood. Using messaging that celebrates diversity, campaigns like this push for better advertising standards.

• Leverage controversy. Kellogg’s saw an opportunity and did not hesitate to jump on it. When faced with censorship or backlash, you can use the controversy to amplify your message. You can then engage with your audience and encourage discussions about the issue.

• Great minds think alike. So collab with one another! Partner with brands that share your values and can help reinforce your message.

And remember, folks, boobs are just boobs. They’re for feeding babies. Nothing to be afraid of.

-Sophie, Writer