BMF launches ‘True Year’ – Feb 1 start – a new year resolution campaign for Weight Watchers
In a new campaign for Weight Watchers, BMF sets out to change our perception of when new year resolutions should be made.
Most of us can admit that at the beginning of January we love to make New Year’s resolutions. But how often do these resolutions last?
The reality of the new year is that January often isn’t the best time to set ambitious resolutions, especially those that will take the fun out of the festive season, because, well, they’re often broken.
Based on this insight, Weight Watchers introduced ‘True Year’, which commenced on 1 February 2012.
By forgetting New Year’s resolutions and starting afresh on 1 February, Weight Watchers encourages people to set ‘true’ resolutions they can actually keep, supported by a flexible weight loss program that understands their needs.
View pdf WW0612_TYPE_FULL PAGE PRESS.pdf
Led by BMF working with Naked Communications, OMD, One Green Bean and Maverick, the campaign launched with press, and will be extended via social media / online activity, direct marketing and PR.
Says Shane Bradnick, ECD, BMF: “‘True Year’ demonstrates the Weight Watchers positioning of ‘Approved By Life’, showing that you can enjoy the ‘good’ things in life and still lose weight.”
Michael Burgess, general manager, marketing, Weight Watchers said: “The campaign aims to debunk the unrealistic nature of New Year’s resolutions, focusing on Weight Watchers as a weight loss solution that fits in with your life. We’re confident that this is going to resonate with all those who have already broken some very good intentions.”
Agency: BMF
Communications: Naked Communications
Media Planning & Buying: OMD
Client: Weight Watchers (Australia)
PR: One Green Bean
Experiential Agency: Maverick
8 Comments
More crap from the local ad agency
More bitching from the blog
Looks like someone has gone on a font spree at Lost Type.
http://www.losttype.com/browse/
Please, BMF, stop creating ads and shut down. Seriously.
Typos galore. Maybe their resolution could be to learn how to spell?
A lot of whiners in here…losers!
The strategy makes sense, I am sure it will work where it counts…even if the Advertising Alumni here just bitch and moan about the creative.
Very Special K.
BMF’d, what ads or work have you done that qualify you to make such a statement? Seriously.