Weight Watchers: Approved by Life

Weight Watchers wanted to increase membership in Australia. Recognising the prevalence of diet programs making empty promises and impractical approaches, it chose a campaign that presented an alternative.

Weight Watchers: Approved by Life

BMF

Entry Information

Category: Pharmaceutical/HealthcareCountry where program ran: AustraliaDate program started/ended: January 2010

Product Description: Weight Watchers

Advertiser/Client Name: Weight WatchersMedia Channels: Other

Strategy

Marketplace challenge:

Weight Watchers has historically and still exists as the brand leader in the marketplace. Since 2000 memberships were in rapid decline year on year. The strategy was to take on the brand's number one competitor – themselves, by challenging what they'd become know for:

  • Inconvenient, inflexible meetings

  • Older (secret) women's business

  • Only for people with large amounts of weight to...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands