Weight Watchers in push to make brand more contemporary
Weight Watchers has launched a campaign aimed at creating a more contemporary and younger tone of voice for the brand, while also dispelling old myths.
The Approved by Life campaign, created by BMF, uses an animated ‘life line’ that represents the movements, emotions and choices people make in their lives.
Dylan Taylor, BMF creative director direct, said: “Ultimately the message is that this is not a weight-loss plan, it’s a lifestyle that fits around you. With Approved by Life, we want our audience to look at Weight Watchers differently to the category – it’s about what you CAN do – giving you solutions to keep on track, even when life isn’t.”
The campaign encompasses TV, radio, print, direct mail and digital, as well heli-banners and ambient outdoor activity.
Credits
Agency: BMF
Production Company: Mighty Nice
Media Planning: bellamyhayden
Media Buying: Mediacom
Digital Media Planning: Tongue
Digital Execution: BMF/ Tongue
Client: Michael Burgess, GM marketing, Weight Watchers
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Great work guys. Gets the message across in a simple and positive way … And no Dicko in sight!
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Excellent work. Hope it’s a winner – it deserves to be. Think how much the WW message has developed into a beautiful svelte self from its early days!
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Dear Nathan
There’s a reason why every successful weight loss program in the world uses before and after shots. IT WORKS. Even Light ‘n Easy which doesn’t even claim to be a weight loss program has it in their ads. Nathan, WW will be looking for a ‘Dicko’ of their own sooner than you think, because this campaign might make sense, it might make all the cool young creatives feel positively gooey inside, but it won’t make the phones ring like a good shot of before and after.
Fatboy
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Nice work indeed!
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Fatboy, the problem with before and after advertising is that its polarising. While older Australian men that want to lose a stack of weight may identify with the Jenny Craig campaign, younger Australian women certainly will not. Either will the vast number of Australians who want to lose a couple of kilos v huge amounts of weight loss.
I think the point of the new campaign (as the article states) is to pitch a younger tone of voice for the brand thus making it relevant and more inclusive to all Australians. Surely this makes sense?
Weight Watchers should be commended by taking a positive and innovative tack instead of preying on aging celebritites to be the voice of their brand. They’re number one in the category and have withstood a lazy adhererence to convention from their counterparts over the years. Surely this is proof the phones have been and will continue to ring.
Nothing great is ever achieved by not taking a risk and doing something differently.
I’m looking forward to the press spying both Magda and Dicko tucking into a cheeseburger to kick this artificial old school advertising approach back into the 1930’s where it belongs.
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Nathan
You may be right about about Magda and Dicko being caught with a cheeseburger in their mouths, but to suggest ‘nothing great is ever achieved by not taking a risk and doing something differently’ is stretching the truth a bit. Lots of brands are very successful because they aren’t different. They just do regular stuff well. Its why supermarkets sell more white sliced bread than any other and why AC/DC keep producing the same song over and over again [thank God].
With respect
Fatboy
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do you have to be fat to join weight watchers?
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I think they’ll let you in if you’re big boned.
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Nathan, I told you it’s a glandular thing…
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