The word big is often met with scorn and hisses when it comes to talking about weight, but Weight Watchers has taken back the word in its refreshing brand relaunch that advocates living ‘bigger’.
In the new campaign created by BMF, Weight Watchers takes the taboo word and uses it in its tagline of ‘Live Bigger’, motivating people to change their lives for the better.
The campaign highlights that getting healthy and losing weight doesn’t just make you look and feel better, but it gives you a stack of other attributes that help build a positive life, including confidence, energy, physical ability, and, apparently, more sexy times *wink wink*.
“For WW to say ‘Live Bigger’ is a refreshing point of view for any brand associated with weight loss,” BMF executive creative director Cam Blackley said.
“For those that have experienced the confidence of feeling healthier and losing a few pounds it resonates; for others I’m sure it will raise an eyebrow. And that’s what we want.”
By encouraging WW members to feel comfortable in their skin, the weight loss brand intends to give them the confidence to get out and experience more, living a bigger life.
In addition to its new brand statement, WW has launched a new Program based around the pillars of “Food, Fit and Feel”. The new Program Weight Watchers ‘Your Way’ encourages people to fall in love with real food again, enjoy getting active and discover how good they’re really meant to feel. As part of the rebrand WW has also launched its new look magazine developed by Bauer.
As the lead agency of the WW brand, BMF has also developed an extensive suite of direct communications introducing the new Program, including retail offers.
“We knew as a business that we needed to make a change to help re-engage people with our brand, and ‘Live Bigger’ gave us a confident and provocative voice with which to announce that change” Weight Watchers Australasia corporate MD/SVP Paul Schiffner said.
“It is a bold statement, but extensive qualitative and quantitative research with consumers reaffirmed our belief in the strength of this campaign as it proved to not only resonate strongly with women but also led to a more inspired and positive view of the Weight Watchers brand overall.”
The integrated campaign that launched in Australia and New Zealand this month includes TVC, online film, cinema, press, digital, social, direct and PR.