With over 108 million people on diets each year it’s not shocking that Weight Watchers is rolling out a new advertising campaign. However, I’m a little disturbed by the new Weight Watchers commercials. They have consistently used “celebrity” women to endorse their company. Names such as Jessica Simpson twirling in the sun & Jennifer Hudson in tight pants. The company recently signed up comedian and TV star Ana Gasteyer (after many of her tweets were brought to their attention) to appear in ads for its online product in which she spoofs Nat King Cole’s “Orange Colored Sky” and Peggy Lee’s “Fever”.
But let me just tell you what I see. Initially, I was astounded that they themed their new commercials to have a mid-1900’s vibe. The women who are using Weight Watchers are corporate women, working moms, and independant females. Dressing Ana up as night club/ big band singer who talks about “my arms don’t jiggle when I clap!” does not make me want to sign up. I consistently see celebrities being paid to endorse a “product” not a lifestyle. How much do they make per campaign you might ask? An ABC News report stated that the fees are as high as $3 million.
Secondly, being in my 20’s, I am not a fan of the way they portray Ana. Can we say Hello June Cleaver? She looks like a 1950’s housewife. Add to that the Nat King Cole music, the saxophone, and I feel like I should be wasting away in a night club not counting points. If your focus is on the new mobile app and website why not target college students and young professionals? We are busy, we eat horribly, and having those weight loss tools at our finger tips would be a great thing to mention to us before we gain the freshman 15, sophomore 20 and so on. Show how you can log your points in between classes, between meetings, or a mom logging it in between dropping off kids for soccer…you have multiple options beyond the celebrity pool.
But I wondered…what makes their marketing campaign so successful? I discovered it’s really quite simple..
1 – Give People What They Want!
“We want to be able to eat our donuts and drink our Frappuccinos. And, smartly, Weight Watchers lets us do that.”
You can eat whatever you want as long as you count the points. But wait a second here..let’s really think about this. Is a donut really healthy for you? Is a Frap really the best thing to hydrate with? NO NO NO and NO! Why not teach people about clean and healthy eating? They are pouring junk into their bodies and expecting to look good.
But what does Weight Watchers say? Oh go ahead! You’re still within your PointsPlus value you’ll lose weight.
2 – Market to their mushy feelings, forget marketing the product.
If they strike a chord with you..you’re more likely to buy their product. Look at the Jennifer Hudson campaign for example. Their tag phrases were:
Jennifer Hudson Commercial (YouTube link): “I feel so comfortable in my jeans…it makes me love myself that much more…loving and free to eat what I love…loving and free to live my life”
Jennifer Hudson Commercial (YouTube link): “At this point I feel I can do anything, I feel good.”
In conclusion, they are apparently doing something right. Their annual revenues are up, enrollment is up and they are consistently rolling out new campaigns.
Weight Watchers International reported marketing expenses of $343.5 million last year, an increase of $51.2 million, according to its annual report. But here’s my question: If it really is as awesome as you say it is, why are you spending almost $400 million a year trying to convince us?
XoXo,
LemonRainDrop
Sources: AdvertisingAge & Marketing Strategy
PS: My mom is a Weight Watchers Lifetime Member & I have done Weight Watchers 3 times but I find that my weight control is better with a Paleo lifestyle and exercise.
Adventures with Kat 
Hi! I know this is kinda off topic nevertheless I’d figured I’d ask.
Would you be interested in trading links or maybe guest authoring
a blog article or vice-versa? My site discusses a lot of the
same subjects as yours and I feel we could greatly benefit from each other.
If you’re interested feel free to shoot me an e-mail. I look forward to hearing from you! Wonderful blog by the way!
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I would love that!
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I don’t even know how I ended up here, but I believed this post was once great. I don’t know who
you are, however, you are definitely going to a famous blogger!
Cheers!
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I’m so glad you stumbled upon my blog :) I hope you continue to come back and enjoy it.
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Hey! Quick question that’s totally off topic. Do you know how to make your
site mobile friendly? My site looks weird when browsing from my iphone.
I’m trying to find a theme or plugin that might be able
to fix this issue. If you have any recommendations,
please share. Thanks!
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There are a variety of ways to make your mobile site user friendly. Mine is coded to appear differently when pulled up on a mobile browser. Most of the WordPress themes come with the mobile site availability, you just have to find one you like :) Hope this helps! ~Lemon
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Good response in return of this question with firm arguments and telling the whole
thing about that.
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Hi exceptional blog! Does running a blog similar to this require a lot of work? I have virtually no understanding of computer programming but I had been hoping to start my own blog soon. Anyways, if you have any suggestions or techniques for new blog owners please share. I know this is off topic however I just wanted to ask. Cheers!
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Hi! Running a blog does require a little bit of work :) Mostly just time writing the posts, keeping it updated and such. Starting a blog is super easy! There are several great options out there for you. I’m an avid fan of WordPress another program is Blogger. As far as suggestions or techniques, write about what you love, your life, interesting current events. For techniques..I like to do several repeat posts each week such as Thankful Thursday, High Five for Friday. Hope this helps!
~ Lemon
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This design is steller! You obviously know how to keep
a reader amused. Between your wit and your videos, I was almost moved to start my own blog (well, almost…HaHa!) Excellent job.
I really enjoyed what you had to say, and more than that, how you presented it.
Too cool!
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Thanks for the compliments!
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I blog often and I genuinely thank you for your content.
This article has really peaked my interest. I am going to bookmark your blog and
keep checking for new information about once per
week. I subscribed to your Feed too.
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Thanks! I’m always excited to hear that people like my content.
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Excellent blog here! Also your website loads up fast!
What host are you using? Can I get your affiliate link to your host?
I wish my website loaded up as quickly as yours lol
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Thanks! I use WordPress and my website is hosted through Charles Jeffcoat Studio. Here’s the link to his site -> charlesjeffcoat.com
~ Lemon
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Howdy! I’m at work browsing your blog from my new apple iphone!
Just wanted to say I love reading through your blog and look forward to all your posts!
Carry on the great work!
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Thanks!
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I think everything said made a lot of sense.
However, think on this, what if you typed a catchier title?
I mean, I don’t wish to tell you how to run your blog, but suppose you added something
to possibly get folk’s attention? I mean Weight Watchers Marketing Review | The Spot Where
Lemon Rain Drops :) is kinda plain. You should peek at Yahoo’s front page and watch how
they create news headlines to get people interested. You might add a related video or a picture or two
to grab people excited about what you’ve got to say.
In my opinion, it could make your blog a little livelier.
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I struggle with creating “catchy” headlines. I’ve recently been studying under a few newspaper people and I’m trying to come up with headlines that will draw readers in.
Thanks for the suggestion!
Lemon
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