by Mark Fogelberg
It's January and that means something new is afoot. For so many, the new calendar brings with it a need for resolution and change.
Being the marketing/advertising junkie that I am, I know that January 1st also means weight loss messaging everywhere. You know what I mean. Ads telling you to resolve to lose all that weight you so successfully packed on these last two months. We're all told that it's easy! Yeah, right. For about 2% of the population it's easy. For everyone else, it's work.
Which is why the new campaign for Weight Watchers made me so very happy. The company decided upon a realistic tone that says dieting doesn't work. The core message is "Stop Dieting. Start Living." After 2 minutes of searching, I found the site built around the message and it's spot on. It expands on the TV ad messaging, follows the same tonality and works to show Weight Watchers' point of differentiation. Yes, the company has its traditional in-person meetings but also has new options such as online only and programs for men. The campaign invites the public in. Who knows - if this campaign succeeds, maybe it's target audience will all be collectively healthier by 2009.
(BTW: If you don't get the title + photo reference, get thee to your favorite video outlet and grab a copy of Trading Places!)
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