brand vs. brand
Posted by Dale Buss on April 11, 2013 04:45 PM
Ladies, this is not your mother's weight-loss plan! Weight Watchers—which also lately has taken aim at men—and Slim-Fast are overhauling their approach to marketing in more significant ways than ever, as the dieting industry continues to grow but also has welcomed new forms of competition.
Slim-Fast's new approach is the more striking one, perhaps because the Unilever-owned brand has been dwindling steadily for years since it was synonymous with weight-loss products. Its new "Get What You Want" advertising campaign communicates the real reason women want to lose weight, and it has to do with sex appeal, not health and fitness.Continue reading...
Posted by Sheila Shayon on March 20, 2013 12:02 PM
Born out of an all-too-common social faux pas in 1961—founder Jean Nidetch was mistakenly congratulated for being pregnant in a supermarket—Weight Watchers is about to turn 50. The original weight-loss brand now operates in about 30 countries with its trademark programs using a science-driven approach to help participants lose weight.
After her supermarket encounter, Nidetch, who weighed 214 pounds at the time, checked into an obesity clinic but became convinced there must be a better way to lose weight. She created a typewritten meal plan and shed 20 pounds in 10 weeks, followed by convening a small group of friends who met regularly to plan out menus to lose weight.Continue reading...
social media watch
Posted by Sheila Shayon on February 25, 2013 02:48 PM
While Hollywood royalty gathered in the Dolby Theater for the 85th Academy Awards, officially rebranded as "The Oscars," the rest of us watched on TV, Twitter and Facebook.
Not only was there a name change for the revered Awards, an image refresh with production values more reminiscent of the Tonys and lesser-known host MacFarlane, but the integration of social media and television found a new rhythm paving the way for social TV as "the screen"—mirroring and integrating broadcast and digital.
In all, there were more than 8.9 million tweets about the show.
Rookie host Seth MacFarlane lived up to his reputation as a provocative ‘outsider’ bringing fresh verve to an old gig while two brands, Samsung and Honda, seized the horns of the newest category—Best use of Social TV.
Samsung’s massive prosumer marketing message around its Galaxy products leveraged TV spots featuring director Tim Burton and the “upcoming” Unicorn Apocalypse film set, where viewers can follow game developers in real-time as they create the video game.
With four and a half minutes of air time during the Oscars, the six spots extended the Unicorn Apocalypse theme introduced earlier by 72andSunny, underscoring Samsung Galaxy products as useful for work and play. The overall message: Galaxy products are the next big thing in business.Continue reading...
Posted by Sheila Shayon on December 14, 2012 04:02 PM
Weight Watchers, established in 1963, is the world’s leading provider of weight management services through a complex points system assigned to every food and caps on their intake.
With 1.3 million members worldwide, attending 45,000 combined meetings each week Weight Watchers produces its own branded food products, totaling sales of $5 billion last year. Their newest program, Weight Watchers 360°, launched this month along with a new identity designed by Pentagram’s Paula Scher.Continue reading...
Posted by Dale Buss on January 17, 2012 11:01 AM
Weight Watchers has been bucking the tide in the weight-loss business during the year since introducing a huge wrinkle in its long-used diet-evaluation system, called Points Plus. And now, the company wants to apply its new success formula to male dieters.
Even though January is the seasonal high tide for Weight Watchers, Jenny (Craig), Nutrisystem and other dieting brands, overall the weight-loss business has been getting leaner these days. Recessionary times and consumers taking a dollar-saving, individualized approach to weight loss have been largely to blame for a lagging industry performance that gained only 2 percent last year compared with a traditional 6-percent year-on-year improvement.
That's one big reason Nutrisystem has increased its focus on men.Continue reading...
Posted by Shirley Brady on September 28, 2011 08:55 AM
Allstate looks to jettison weak agents.
Amazon's iPad challenging Kindle Fire set to be revealed today.
Arnott's promotes Roadies beer chip brand in Australia.
Aston Martin named UK's coolest brand, while Asos tops British digital brand love ranking.
Barclays is Britain's most beefed about banking brand.
BP launches "My Gulf" web series promoting Louisiana Gulf Coast tourism and culture on YouTube.
CBS News confirms Andy Rooney's last 60 Minutes is Sunday.
Esprit value tumbles.
Facebook wins first round in fight with Teachbook.Continue reading...
Posted by Dale Buss on April 26, 2011 04:00 PM
It just wasn’t enough for Weight Watchers International to overhaul its entire calorie-counting scheme earlier this year with the introduction of the Points Plus system.
And, apparently, it wasn’t enough for Weight Watchers management to see brand ambassador Jennifer Hudson heap high praise on the brand and its approach. “Now I’ve lost weight, my voice is getting back to a [better] state,” she said.
So now, Weight Watchers is really turning its weight-loss positioning in a new direction — by going after men.Continue reading...
Posted by Shirley Brady on February 27, 2011 11:50 PM
OK, so the 83rd Annual Academy Awards was a bit of a snoozefest, with Colin Firth and Natalie Portman winning the best thespian categories (as expected) and The King's Speech sweeping the night.
On the commercial front, while the Oscars may not have "the Super Bowl for women" that some thought in terms of the caliber of the ads, there were some new campaigns — but also a lot of repetition and reprisals of Super Bowl spots.
What did you think of the commercials, if you caught them during the telecast on ABC? To jog your memory:Continue reading...