Weight Watchers is a 60 year old American brand who was not only changing its name to WW but also shifting its focus from being about weight loss to wellness. We were tasked with relaunching their new brand name and company ideology. We needed an idea that shifted perception from Weight Watchers only being a brand for midwestern moms to WW is a brand that works for all people. So we came up with a simple line: WW is wellness that works for every body. No matter how big or small. Bodies that want to make a change. Bodies that like cake...or kale. Bodies that buy a dress one size too small, or bodies that think 70 is the new 50. No matter the journey.
WW is wellness that actually works. For every body.
We launched a huge global campaign complete with a new brand anthem, member testimonials including Oprah and Kate Hudson, OOH, digital, social… you get the drill.