Weight Watchers recently announced a new rebranding: they will now be called WW, or Wellness that Works. While it seems like an odd pivot, the rebranding makes total sense when you consider evolving consumer attitudes toward health. For years, Weight Watchers has been all about weight loss. But Weight Watchers is facing a dilemma. People aren’t interested in losing weight anymore. Instead, they’re looking to become more holistically healthy.
However, a holistic approach to health and wellness has been surging. Over the past four years, conversation about an overall healthy well-being has increased 60-fold.
The trend here isn’t hard to spot: consumers aren’t talking about losing weight, they’re talking about improving wellness. Switching Weight Watchers to Wellness that Works synergizes with this emerging trend and accomplishes two things:
- Pivots their messaging to encompass holistic health and
- Retains brand awareness by going as WW
While holding on to their original target market, WW open up the potential flood gates to a completely new (and growing) market: The holistic well-being audience.
But the pivot also solves another major problem for Weight Watchers: men don’t diet. Men’s dieting trends are almost nonexistent. Weight Watchers audience is 88% female, and other diets such as South Beach and Atkins are similarly female-dominated.
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However, holistic well-being is not.
On the other side of the aisle, the conversation focusing on overall health instead of just weight loss is almost evenly split between men and women.
And while plenty of men are nutritionally-focused and health-conscious, they maintain an aversion to dieting. The dieting industry has not been able to capture men for years and it remains a huge gap in the market. Weight Watchers is now pivoting its messaging to capitalize not only on this growing trend, but also on the fact that the gap in the market is interested in it.
They’ve succeeded in championing the weight loss audience, but that interest is on the decline. The rebrand will likely be heralded a success as they pivot messaging towards the growing number of people adopting a lifestyle centered around healthy bodies beyond what the scale reads. And even more, they’ll be able to capture a market that has eluded them from the beginning.
For more information on consumer reactions to company rebranding, read this blog: International House of Brilliance