Opinion

Is Weight Watchers really the biggest loser after its light bulb blunder?

While Weight Watchers has pulled any ad spend around its new Black offering following a light bulb stunt, Simon Canning argues the controversial sex-based campaign has probably inadvertently already achieved for the company.

Simon Canning

October 21, 2016 10:53

Weight Watchers hit the headlines this week for all the wrong reasons, suffering a social media backlash accusing it of fat shaming after sending several female journalists light bulbs which might help improve their sex lives.

What could have been a bold and engaging campaign dealing with body image issues and the impact it has on the sex lives of thousands of people, instead looked to have turned into a ham-fisted attempt to grab some free column inches that led to the downfall of the campaign before it had even begun.

But is it actually a failure for Weight Watchers?

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

Topics

Biggest Loser BMF light bulb Weight Watchers WW black

1 COMMENTS

Robin Dallimore 26 Oct 16

Nice analogy and interesting insight Mr. Fishman. Unfortunately l suspect some will focus on Donald Trump the man rather than lesson ‘Trump Brand’ offers… which is infact point of article. Good read.

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