The “Oprah Effect” kickstarts Weight Watchers’ brand transformation

Stephen Whiteside

Weight Watchers, the weight-loss brand, has enjoyed success by mixing celebrity star power with the stories of consumers that have achieved inspiring results when using its service.

In December 2016, Weight Watchers stepped up its advertising with a campaign that featured Oprah Winfrey, the TV icon and lifestyle mogul.

Across several television spots – each embodying the theme "Live Fully" – Winfrey revealed her own struggles, spoke about the joy of eating her favorite bread even as Weight Watchers helped her shed the pounds, and encouraged consumers interested in improving their physical condition to sign up with the brand.

Her involvement with the company actually runs much deeper: A year earlier, Winfrey had acquired a 10% stake in the New York-based enterprise for $43 millionweight watchers. She...

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