Weight Watchers: Moving from persuasion to inspiration with brand advocacy

Geoffrey Precourt

This report from the ANA's Masters of Marketing event covers the presentation of Weight Watchers svp/marketing, Cheryl Callan.

Weight Watchers: Moving from persuasion to inspiration with brand advocacy

Geoffrey PrecourtWarc

An obese America would seem to present a challenge for any marketer that can convince people how to lose – and keep off – weight.

The truth, according to Cheryl Callan, svp/marketing for Weight Watchers International, Inc., is that no one wants to stay fat. But not many are willing to stick to a program that will make them healthier, fitter, and, yes, thinner.

The Federal Drug Administration (FDA) reveals what Callan called "a lifetime of trying" in which American women: undertake 15 "diets" during...

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