Young people felt Weight Watchers was an irrelevant brand – a health program for grandma. Weight Watchers needed to create a lot of noise with minimal budget.
Many of our members felt uncomfortable in the bedroom. And they’re not alone. 52% of women avoid sex because they’re worried about how they look.
We created a health program focussed on sex: Weight Watchers Black. It encouraged women to embrace their body and change their mindset. Helping them love how they feel and love how they look – helping them love sex.
- We created a sub-brand and 12-week program, including articles, website design and content.
- We launched the program with an online film, social posts, web banners, print, PR and an activation.