What’s Love Got To Do With It?

Catriona Ferris, Lyn McGregor and Karen Paterson

This paper discusses how Slim Fast was able to stop itself turning into an old, dying brand, and instead develop renewed relevance among its target audience by embracing emergent cultural and category values, and supporting this research with advertising.

'What's Love Got To Do With It?'

Catriona Ferris, Lyn McGregor and Karen Paterson

In times of disruptive cultural change, brand thinking needs to become open to more radical, innovative change to maintain relevance. This case study shows that repositioning an 'old, dying' brand can work. The trick is to believe in it and do some groundwork before starting advertising development. This should involve understanding emergent cultural and category values to ensure renewed relevance for the brand. You must underpin a new identity with experiences that deliver feelings of authenticity.

SLIM·FAST: LOST RELEVANCE

By early 2005...

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