Repositioning a Brand

The challenge

Reframe Weight Watchers as a modern wellness brand amid growing consumer perception that the company had been left behind by the rise of GLP-1 medications and new health platforms.

How we did it

We developed a strategic communications campaign to reposition Weight Watchers as a holistic support platform for people at every stage of their health journey, whether on or off medication. The program combined high-profile executive visibility, strategic partnerships, ambassador programming, and new product and program launches, including collaborations with brands like Pvolve, the introduction of Queen Latifah as an ambassador, and the rollout of Weight Watchers’ GLP-1 Success Program.

Results

The campaign generated more than 200 business and turnaround stories across outlets, including The Financial Times, Bloomberg, Reuters, Fast Company, and TODAY, as well as more than 100 lifestyle features in titles such as Elle, The Cut, People, Business of Fashion, and Cosmopolitan. Ambassador content also drove more than 2 million impressions.