Slim-fast “tummies” campaign

In 2000, Unilever acquired market leader Slim-Fast. Two years later, the Low Carb/Atkins diets badly affected dietary products which were perceived as being deprivational.

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,...

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