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Weight Watchers Veers Away From Celebrity Spokeswomen In Its New Ads

November 24, 2014: 12:00 AM EST
Weight Watchers is abandoning the celebrity endorsement approach to TV advertising, switching instead to commercials that feature actors snacking because they are happy, and also because they are sad, bored, stressed or guilty. The ads link human feelings with eating, acknowledging that losing weight is not easy and suggesting that Weight Watchers provides “help with the hard part” through an extensive support network. The commercials are meant to distinguish the company from its competitors and to be conversation starters among multiple household members who may be watching the same programming, according to their creators.
Andrew Adam Newman, "Weight Watchers Serving Up Understanding to Those Who Eat Their Feelings", The New York Times, November 24, 2014, © The New York Times Company
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