How WW pivoted to virtual wellness

Looks at how global wellness company WW rapidly adapted to the new demands of pandemic-driven lockdowns around the world.

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 “wel

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