Problem

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.

Insight

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.

Idea

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.


Execution

  • 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.
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