From weight loss to weight health

The result is “Fits You,” which features real customers and focuses on their personal journeys to reach what Kothari describes as “weight health.” The simple videos end by showcasing the four services the brand offers: points, doctors, medications and dietitians.

“We wanted to reshape this old narrative and culture that weight loss is about willpower,” said Ogilvy president Darla Price. “We felt like there was an opportunity to leverage WeightWatchers as a 60-year-old, iconic brand and help it evolve from a consumer engagement and culture perspective.”

The ads launch in the same week WeightWatchers reported a 4% drop in quarterly profits and an 11% decline in sales for the most recent quarter, announcing a $100 million annual cost-cutting, which includes 40% of its senior executive positions.

Its latest campaign follows a controversial influencer-fronted push in February. The brand kitted out a Los Angeles mansion as GLP-1 House to promote its new prescription service. However, “Fits You” strips things back to basics.

Kothari said brand awareness and consideration would be key KPIs, along with subscriber growth.

For Ogilvy chief creative officer Samira Ansari, the campaign builds on previous WeightWatchers campaigns featuring members. “We took that and expanded the aperture a little bit,” she explained.

“Once the education portion is done, we can push it further for sure,” she added.