Slim-fast “tummies” campaign
1. BUSINESS SITUATION AND CAMPAIGN OBJECTIVES
In mid-2000, Unilever purchased Slim-Fast, a brand that had single-handedly started a “meal replacement” revolution in the 1980's. Slim-Fast had become a dynasty, built upon the iconic, stunningly simple premise of “shake, shake, sensible meal.” That is, until the 2002 Low Carb/Atkins boom rocked the entire weight loss category.
All of a sudden, the revolutionary, clinically-proven approach of meal replacements (or “diet in a can” as some might call it) seemed dated, deprivational and irrelevant when placed next to a once-sinful juicy steak or sizzling bacon and eggs (minus the bread,...