WeightWatchers
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WeightWatchers *
PROJECT TYPE: SVA Graduate Course, “How to Win New Business”
ROLE: Brand Strategist, Creative Strategist
TEAM: Rhea Saura, Kunal Khunger, Micah Jones
How does WeightWatchers bridge the gap between body positivity and weight management?
Context:
WeightWatchers science-based weight-loss program centers on peer-to-peer support, connecting members through in-person and online groups while providing flexible nutrition plans and digital tools to build lasting healthy habits. However, the brand has lost cultural relevance amid the surge of GLP-1 medications and a growing critique of diet culture seen in the body positivity movement. For Gen Z, WeightWatchers carries the reputation of “your mother’s diet brand,” evoking inherited struggles with body image and food—a pattern we call the mom cycle.
The Challenge:
How can WeightWatchers redefine health for younger generations, moving weight conversations out of the spotlight and back into the doctor’s office?
The Opportunity:
Break the mom cycle. Repair the narrative by moving success beyond the scale. Help women navigate the complexities of diet culture and body shame.
From: a weight loss program
To: a body confidence roadmap
Food freedom and body confidence starts with people, not products.
WeightWatchers has long understood that community is key to achieving goals, their workshop model was the spark behind their early success. Today, that same community equity sets them apart in a crowded health and wellness market filled with GLP-1s, weight-loss apps, and nutrition services.
Campaign: Love How You Live
Love How You Live embodies a simple truth: women just want to feel good.
Value Pillars that Liberate Women from Diet Culture
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Discover
Discover reframes WeightWatchers as a guide to expanding your relationship with food, advocating for culinary adventure and self-discovery.
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Savor
Savor repositions WeightWatchers to prioritize eating experience over quantity management, because true satisfaction often requires less food when you’re fully present.
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Gather
Gather highlights food's central role in community and human connection.
Activations
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Discover: Diet Culture Museum
A more extensive activation designed to capture media coverage, the diet culture museum is a pop-up experience that displays dieting artifacts as relics of a controlling past.
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Discover: 'Word Weight' AI Translator
WeightWatchers collaborates with AI developers to launch WordWeight—a browser extension that identifies and translates weight-stigmatizing language into body-neutral alternatives, creating a digital environment where women can browse without judgment.
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Savor: Sensory Meals
An immersive dining experience designed to help women reconnect with their natural hunger cues, featuring activities such as blindfolded meals to heighten focus on taste, smell, and texture.
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Gather: Grocery Store Tours
A guided supermarket adventure centered on pleasure and curiosity rather than strict nutrition rules. Participants wander into overlooked aisles and rediscover products they’ve long avoided, ending the journey with a vibrant parking lot picnic to share their unique finds.