As consumer trends move away from crash dieting and towards a healthy lifestyle, companies are following suit. Weight Watchers announced today that they would be changing their name to WW with the tagline, “Wellness that works.” With this brand change, they’re promising to focus more on overall health.
This pivot is unsurprising, as the body positivity movement is in full force, encouraging us to embrace our different shapes and sizes. The foundation of Weight Watchers is built on a community of people coming together in weekly support meetings. However, Weight Watchers has also embraced the digital space.
They’ve created their own app called Connect. This application serves as a portal to allow members form their own community. Their forum allows for human connection and positivity on an unusual platform. It is especially useful for those who are trying to lose weight without any support at home. One user attested, “It’s a magical social media land that doesn’t have the negativity. Nobody talks about politics, nobody bombards you with stupid fav this baby! posts. We’re all just talking about getting better.”
Of course, WW is still on traditional social media sites, like Instagram. Their content is mostly food porn, recipes, and testimonials from happy customers. They also use powerful Brand Ambassadors to expand their reach, such as DJ Khaled and Oprah. The message these celebrities preach is always about living a healthy and well-balanced life, never just focusing on losing weight.
64% of consumers stated that they’re trying to eat healthier, and as these consumers become more conscious of their diet, marketers will have to change the way they appeal to them. Whether this brand change for WW is only surface level or a true cultural change, it is a smart marketing decision. Time will tell how this change will further play out.