Weight Loss Brand Weight Watchers New ‘Return’ Campaign

Weight Loss by World Branding Forum
London, United Kingdom - September 29, 2018: Icon of the mobile app Weight Watchers from Weight Watchers International, Inc. on an iPhone.

As with lots of weight loss and fitness brands, Weight Watchers have launched a new campaign this January.

As any of these weight loss brands know, it isn’t easy to shift weight, especially after the festive period. Weight Watchers’ new campaign focuses on this with the tagline “Return to feeling good.” Emphasising that shame and guilt are not helpful when it comes to shifting weight, the brand hopes to inspire people to learn how to eat the foods they like while keeping the weight off.

Inspired by the deluge of gift receivers returning gifts to shops after Christmas, one of the ads features customers ‘returning’ the ‘hate’ part of the love/hate relationship with cookies.

Chief Marketing Officer at WeightWatchers, Amanda Tolleson, commented: “This campaign is the first of many brand acts where we will be showing up in new and unexpected ways, all while remaining true to our brand heritage.”

She also said it “evokes a simple, yet provocative belief that has been at the heart of this brand for six decades and is also a truth worth celebrating: you can eat what you love, and still lose weight. Our hope is that our target consumer feels seen, celebrated and inspired.”