Introducing the real Weight Watchers
Easter weekend marks the launch of our new Weight Watchers campaign for the spring and summer season. The campaign kicks-off with a TVC spot, which features some of the inspirational members who made it possible. This was a really exciting project to work on, meeting so many amazing members has enabled us to present a more authentic picture of the Weight Watchers journey.
The advertising industry will often depict the notion of success through glossy studio images, which can be slightly idealistic. Whilst polished imagery of success stories can be aspirational, they do little to reflect the reality of the weight loss journey for ordinary people. Our concept for this campaign was designed to re-establish authenticity in every aspect of the Weight Watchers brand.
The Weight Watchers plan focuses on nutrition, as well as activity and wellbeing. Our aim was to communicate this flexible approach to food and lifestyle by meeting real life members and inviting them to talk about their own personal experience. In a very short space of time we managed to meet with dozens of Weight Watchers members up and down the country. We heard so many inspiring stories, it was really difficult to choose just a handful of people to take part in the campaign.
What struck me most was the passion with which people speak about the brand, Weight Watchers has made a hugely positive impact on the lives of so many people. Some of the members featured in the TV commercial have already reached their goal, some are still on that journey — it’s all about inclusivity, showing that anyone can do it. The Weight Watchers support network clearly gives people the confidence and inspiration they need to achieve their goals, I hope we managed to communicate a sense of that passion and emotion through this campaign.
We’re always happy to have a chat about your next marketing challenge, so contact us here at Beyond to see if we can help.