Weight Watchers Revamps Brand To Reflect Consumer Wellness Focus

Weight Watchers Revamps Brand To Reflect Consumer Wellness Focus
Brand Activation & Immersion

The popular weight loss program is changing its name to WW as part of a rebranding that promotes a focus on health and wellness rather than weight, including app upgrades and healthier food options

Ivanha Paz
  • 28 september 2018

Weight Watchers is undergoing a rebrand, shifting its message to better fit today’s health culture and eliminating stigmatizing being overweight. It will now be known as WW in order to preserve its 55 year heritage, but it will no longer stand for Weight Watchers, instead using “Wellness that Works” as its new tagline.

The renovated focus of the program is to help its consumers lead a healthier lifestyle, without the obligatory weight loss goal of the past. The app has been updated for more a comprehensive approach, based on individual needs. It will include a rewards program, Wellness Wins, for meal tracking and healthy living workshops as well as personalized work out plans. A new group feature will allow the WW community to extend across digital spaces.

Besides its digital overhaul, WW is making its food offerings healthier by eliminating preservatives or artificial substances. The brand will open a new cafe in Brooklyn’s Barclays Center, as well as add a “WW” guide for all of the food vendors in the arena. Other previous brand activations have included a food truck outside the MetLife Stadium on September 9.

The brand is aiming to go beyond numbers on a scale, and instead focus on emphasizing how a healthier lifestyle impacts people’s lives in many positive ways.

WW


Lead image: WW via Facebook

Weight Watchers is undergoing a rebrand, shifting its message to better fit today’s health culture and eliminating stigmatizing being overweight. It will now be known as WW in order to preserve its 55 year heritage, but it will no longer stand for Weight Watchers, instead using “Wellness that Works” as its new tagline.

+brand activation & immersion
+Cafe & Restaurant
+Community
+event
+Food
+Health
+loyalty & membership
+nutrition
+personalization
+weight loss
+wellness

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.