WW banks on the Oprah effect in new campaign
Winfrey cheers on others following the program formerly known as Weight Watchers
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WW is hoping for an Oprah Winfrey boost, featuring the media mogul in its new campaign as it tries to recover from a weak start to the year.
The "It Works" campaign features Winfrey video chatting with other WW members to congratulate them on their weight loss. It debuts a month after the company predicted revenue and profit would fall in 2019 after a weak start to the year.
WW, which changed its name from Weight Watchers last year, previously said it would feature Winfrey in a central role in marketing after a prior campaign that relied less on her wasn't a hit. That campaign, which debuted in December, "did not recruit as expected," President and CEO Mindy Grossman said in a statement in late February. Ads featured actress Kate Hudson in the United States and singer Robbie Williams in Europe and other markets, plus showcased non-star members, including in ads voiced by Winfrey.
In the new commercial, Winfrey speaks with members about the weight they've lost and how they feel on the program. As the company tries to move toward being seen as a broader health and wellness platform it has Winfrey and a member deliver that message. "It's not even a diet," Winfrey says to one woman, who replies "no, it's a lifestyle."
Winfrey then delivers the name change message, saying "Weight Watchers is now WW" toward the end of the spot before details about an offer appear.
Both the new and old campaigns come from Anomaly, which WW began working with last year. Horizon handles media buying and planning.
