Icons have permission to transcend their category. With the incredible innovations in weight loss medication, WeightWatchers did just that, evolving our business into the clinical space, and bringing the brand into the next chapter of its storied history.

The Challenge: Tell the world that as science has evolved, so have we. For some people, because of their unique biology, diet & exercise alone isn’t enough. Highlight that we now have new options for those who need it — doctors to prescribe medication to those who qualify, in combination with our best-in-class behavior change program.

The Foundational Strategy: In preparation for launch, updated our brand positioning to encapsulate our full offerings vs. just Points program, built a new naming architecture for our products, refined our target consumer and refreshed our visual identity (photography, design, logo) to signal this new era for WeightWatchers—reintroducing ourselves as a spectrum of solutions.

Marketing Actions: We brought the swagger, and the science - that only we, as a leader in the space for over 60 years could own.

WeightWatchers Clinic Coffee Cart: We’ve all drank from the same cup…stuck in misconceptions and biases around weight and medications. And we wanted to talk about it. So, we built an IRL experience, serving up free coffee & conversation with our Clinic Doctors to NYCers, including the Stigma-chino, myth-acchiato and more to highlight the need for more conversation around the science behind weight loss medication, and less of the judgement.

Reddit AMA: GLP-1s were a new hot topic- and we wanted to cut through the BS and get down to the science. We hosted our first-ever Reddit AMA with our Medical Director to bust myths and misconceptions about GLP-1s.

Took over TikTok: Tapped into famous entertainment franchises on TikTok including Gabe DeSanti’s ‘what do you do for a living?’ series with our CEO and Kate Mackz ‘Run and chat’ with our Medical Director.

It was critical that we showed up differently, highlighting our evolution into weight health, while staying true to what makes us iconic- our community.

Results

• WeightWatchers Clinic sign ups: Beat Day 1 goal, with highest ever signups into WeightWatchers Clinic (formerly Sequence, the company we acquired).

• Reddit AMA: Our AMA with Medical Director, Dr. Spencer, on all things weight loss medications and mythbusting, became the most UpVoted AMA in HISTORY, with 99% upvotes and 36MM impressions.

• Coffee Cart: Served coffee to hundreds of New Yorkers and had 10+ influencers create content from the coffee cart.

• Clinic Influencers: Built a new class of WeightWatchers Clinic influencers, who shared their journey on the program. Resulted in top performing paid media ads for conversion to sign up.