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.
German carmaker Audi has been forced to pull its latest campaign and issue the usual round of apologies after a rather tone-deaf launch over the weekend. On Saturday, the carmaker shared an ad for its snazzy looking Audi RS4 with the caption “Lets your heart beat faster – in every aspect”. The ad featured a […]
World Out of Home industry leaders from Australia, the UK, US and Germany have revealed that audiences are returning to public spaces despite ongoing challenges from COVID-19, and that they anticipate improved market fundamentals in coming months. In an interview for a podcast being released today, leaders including oOh!media CEO Brendon Cook, President of the […]
Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]
Boutique communications agency, Media33, have made two senior appointments with Ashlee Crawford appointed to General Manager and Mick Bradley appointed to Agency Director. Both Ashlee & Mick have been part of the management team at Media33 since it was launched in early 2013 and have played a key role in the agencies ongoing cultural strength […]
In possibly a first for the category, independent brewer Wingman decided to cancel all sales of Wingman beer during the month of July, in support of Dry July. This bold initiative went live at midnight June 30 and ran throughout July. Wingman Beer’s general manager Will Chambers explained: “We have noticed a dramatic spike in […]
The sale of Australian Associated Press (AAP) to a consortium of impact investors and philanthropists has been formally completed, ending 85 years of ownership by Australia’s major publishing groups. The national news agency will continue to provide a trusted breaking news service with a team of journalists and photographers, most of whom have joined the […]
Aussie retail payments platform Afterpay has launched a new global look, feel and positioning with a fresh brand identity. Founded out of Bondi, Sydney, Australia five years ago, Afterpay has skyrocketed to infinite heights, with almost 10 million customers and 55,000-plus merchants now using the platform globally across Australia, US, UK (where it is called […]
How Communications’ China marketing director, Doris Li, believes ad-land professionals must be courageous enough “to be abnormal”, and listen to their hearts, to be fearless in times of change. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating […]
The holding companies might be losing as much as 23 per cent of their revenue year-on-year, but new business has remained relatively resilient through 2020, the lastest research from R3 has revealed. In the first half of 2020 total new business revenue decreased 10 per cent globally – but creative agencies are having to find […]
Independent communications consultancy The Mint Partners has bolstered its integrated client roster and signed a number of premium lifestyle brands to kick start the new financial year. With an array of new products, services, and a focus on insight-led and creative integrated communications, MINT has enjoyed recent success with an expanded portfolio across new categories including fintech, […]
A feature length documentary on the extraordinary racing career of Australia’s first Formula 1 champion, Sir Jack Brabham, co-produced by design, animation and visual effects house Heckler, will be available on Stan exclusively from this Friday – 7 August. Directed by Ákos Armont (Aurora Films) in association with Heckler, whose co-founder Will Alexander served as […]