Eighteen months after a major repositioning, WW found itself having to pivot again as the implications of the COVID-19 pandemic became evident.
As Weight Watchers, the brand had become synonymous with dieting while its before-and-after marketing images were out of sync with a world that had become less judgmental about body weight. Reborn as WW in autumn 2018 as WW, the focus shifted to “wellness” and inspiring healthy habits.
As with the previous incarnation, however, much of the practical activity continued to take place in face-to-face group workshops, although the business was also pushing further and further into the digital...