BMF's Weight Watchers Brand Relaunch Invites All to 'Live Bigger'

Weight Watchers (WW) takes a word that’s taboo in weight loss conversations and puts it in the centre of its brand relaunch to promote its new Program and experience. In the new integrated campaign created by BMF, the surprising play on the words “Live Bigger” becomes Weight Watchers’ statement of courage, motivating people to change their lives for the better. 

The campaign’s insight is based on the fact that getting healthy and losing weight doesn’t just give you a smaller, healthier body, but also the confidence, energy and physical ability to grab at life’s moments and Live Bigger.

Cam Blackley, BMF Executive Creative Director said “For WW to say 'Live Bigger' is a refreshing point of view for any brand associated with weight loss. For those that have experienced the confidence of feeling healthier and losing a few pounds it resonates; for others I'm sure it will raise an eyebrow. And that's what we want.”

By encouraging WW members to feel comfortable in their skin, the weight loss brand intends to give them the confidence to get out and experience more, living a bigger life. The TVC follows one extraordinary day featuring strong women at different stages of their journey, living bigger with their newfound confidence and courage. 

In addition to its new brand statement, WW has launched its biggest Program innovation ever: a new Program based around the pillars of “Food, Fit and Feel”. The new Program Weight Watchers Your Way encourages people to fall in love with real food again, enjoy getting active and discover how good they’re really meant to feel. As part of the rebrand WW has also launched its new look magazine developed by Bauer. 

Leading up to the new Program launch, BMF has worked to help WW provide its members with round-the-clock support. As the lead agency of the WW brand, BMF has also developed an extensive suite of direct communications  introducing the new Program, including retail offers. From UX and path to sign-up, as well as all the mainstream communications, WW’s entire brand ecosystem has been overhauled in order to optimise the member experience. 

“We knew as a business that we needed to make a change to help re-engage people with our brand, and ‘Live Bigger’ gave us a confident and provocative voice with which to announce that change” says Paul Schiffer Managing Director/SVP, Corporate of Weight Watchers Australasia. “It is a bold statement, but extensive qualitatitve and quantitative research with consumers reaffirmed our belief in the strength of this campaign as it proved to not only resonate strongly with women but also led to a more inspired and positive view of the Weight Watchers brand overall.

WW’s model is based on coaching members toward a healthier lifestyle and includes a variety of touch points such as Online, Group and 1 on 1 Coaching, WW Magazine, cookbooks, retail foods and other member products. The challenge has been to develop a seamless customer journey and member experience across every touch point. 

The integrated campaign that launched in Australia and New Zealand this month includes TVC, online film, cinema, press, digital, social, direct and PR.