Posted by Dale Buss on August 12, 2013 07:02 PM
It might not be book retailing or advertising, but the weight loss industry is one of many that have been completely disrupted by the internet and mobile market. Traditional leaders such as Weight Watchers and Jenny Craig have been struggling to adapt to a new era of do-it-yourself digital dieting and apps, while MyFitnessPal and other upstarts in that genre are taking off.
Jenny Craig, for example, has sworn off celebrity weight-losers in its new advertising campaign that hatched today, a major departure for an industry where most of the players have relied on celebrities for decades. No more Valerie Bertinelli, Mariah Carey or Jason Alexander in ads for the Nestle-owned marketer, as Advertising Age has pointed out. Now, Craig is hatching animated ads that promote its menu of portion-controlled foods and one-on-one online support.
"It's a change for the category, to actually say what we do," Leesa Eichberger, the new CMO for Jenny Craig, told the publication, rather than "go down that same cliched path that is out there."Continue reading...
Posted by Sheila Shayon on August 8, 2011 11:00 AM
A new entrant in the highly competitive luxury e-commerce sales game, Joyus, is being closely watched as it aims to make over the bad image that infomercials gained on late-night TV through the years.
The reason: Sukhinder Singh Cassidy, the former Google executive who dreamed up Joyus after being named one of Fortune's 50 Most Powerful Women in Business (and one of its new "Valley Girls" shaking up Silicon Valley).
"If you think about the ways to sell online, video is underutilized," she observes to the New York Times' Bits blog. "It’s a new way for brands to merchandise their product."Continue reading...