Weight Watchers changes tack and aims to inspire with new brand campaign

Weight Watchers has kicked off an emotional new brand campaign aimed at making people believe in themselves again, in a departure from previous celebrity endorsement spots.

The ‘Awaken Your Incredible’ campaign, created by BMF, reflects on the personal hurdles commonly encountered in life, celebrating how individuals overcome them.

Michael Burgess, Weight Watchers general manager, marketing, said in a statement: “Weight Watchers is founded and built on the truth that the only lasting weight loss solution for you, comes from within you. The core creative idea has hope and flexes the motivational muscle.”

The new brand campaign has seen the weight loss organisation refreshed with a new logo and website and is supported by a dedicated website, created and managed by Reactive, which provides consumers with information on weight loss and health, and information on the Weight Watchers brand.

The integrated campaign strategy was developed by Naked and spans above and below the line, including TV, direct mail, digital and PR.


  • Client: Weight Watchers
  • Creative: BMF Communications
  • Strategy: Naked
  • Digital: Reactive
  • Social Media and PR: One Green Bean
  • Media: OMD
  • Art Director: Alex Booker
  • Copy Writer: Philip Sicklinger
  • Creative Director: Justin Ruben
  • Creative Founder: Warren Brown
  • Group Account Director: Kura Tyerman
  • Account Director: Kayleigh Chapman
  • Account Manager: Emily Field
  • Planners: David Hartmann, Ali Tilling and Sarah Hood
  • Agency Producer: Jenny Lee-Archer
  • Managing Partner: Stephen McArdle
  • Director: Mark Malloy
  •  Production Company: Exit Films
  •  Producer: Susie Cole
  •  EP: Corey Esse
  •  DOP: Jeremy Rouse
  •  Editor: Rohan Zemna @ The Butchery
  •  Post: The Refinery
  •  Original Music: Cornel Wilczek @ Electric Dreams

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