Rebranded Weight Watchers Moves Further Away From Diet Focus
Photo Credit: Four woman are shown on a hike. WW, formerly known as Weight Watchers, continues to move away from its core weight loss message to one focused on wellness. Pexels / rawpixel.com
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Bringing actress Kate Hudson on as a brand ambassador could expand WW’s consumer base, but it’s unclear whether the original Weight Watchers audience will get on board both with her and the brand’s new wellness angle.
It’s that time of year again — when emails proclaiming “New Year, New You!” and “Drop 10 pounds by February!” flood inboxes everywhere. It’s the typical diet company tactic: Target people who want to shed holiday weight, as well as those who set big weight-loss resolutions for the new year, and gain thousands of new customers.
WW, the brand formerly known as Weight Watchers, is taking a different approach by emphasizing its focus on wellness instead of on weight loss –– after all, its new slogan is “Wellness that Works.” WW recently made additional moves into the wellness sphere by choosing Kate Hudson, actress and co-founder of athleisure brand Fabletics, as its new brand ambassador, as well as partnering with meal kit service Blue Apron to focus more on healthy eating and less on "point-counting." This sends a clear message that WW is all about living a healthy lifestyle, and shedding pounds is just a byproduct of that.
This shift away from overt weight-l
