Weight Watchers is rolling out a new global ad platform that takes a more holistic approach to weight loss.
The new “Beyond the Scale” program, which the company calls its biggest change in 50 years, includes a new SmartPoints system that promotes healthier eating (with lean protein and less sugar, for example); the new FitBreak app that inspires people to get moving; and more personalized programs.
“Unlike previous programs from Weight Watchers that have focused on weight loss as the only measure of success, the new Beyond the Scale program delivers ways for members to personalize the program, to define their success and meet them more on the path to healthier living,” said Andrew Pollock, VP of marketing at Weight Watchers Canada.
The shift is in direct response to what consumers want, said Pollock. “The consumer today doesn’t want dieting and restriction. They want to think about more holistic, personalized solutions,” he said.
“It isn’t just about counting calories—it’s about integrating healthier eating and fitness, and certainly, emotional wellbeing is a key component of that. If you’re happy, you have a better chance of success toward good health.”
With the new program, Weight Watchers is also casting a wider audience net. “If you look at a strict weight loss program, our sweet spot had been consumers who had a pretty big need to lose weight,” said Pollock.
“That’s still part of it, but we’re looking at a more holistic target now. These are people who are looking to have better health habits and tune up their game in terms of nutrition, fitness and wellbeing. With that, it’s a broader target and potentially a younger target.”
To promote the new program in Canada, Weight Watchers has launched a new ad called “Just Watch Me.” Created by FCB Montreal, the spot focuses on having a “healthy body and a healthy mind,” and is based on the idea of empowerment.
“It’s one thing to think about doing something, but it takes a lot more than that to say loud and clear that we’ll actually do it,” said Gilles DuSablon, chief creative officer at FCB Montreal, in a release. “We wanted to show the power of will, and this strong phrase [‘just watch me’] really puts forth a sense of determination.”
The spot will air nationally with 15- and 30-second TV spots, and the new Weight Watchers app also features the Just Watch Me creative. The campaign also includes social media and email communications.
Weight Watchers Canada is also airing a spot featuring Oprah Winfrey, who owns a 10% stake in Weight Watchers International.
“Oprah is an amazing ambassador for our brand, so we think the two campaigns run quite nicely together,” said Pollock. “They both speak to a movement toward better health.”
