SlimFast had fallen behind and was out of step with healthier trends in both the category and culture. We had to find a way to strengthen the brand and refuel its position in the health and wellbeing industry.
People First Insight
We identified the unchanging trigger that prompted people to try a weight loss brand: a sense of affiliation. Seeing someone ‘like me’ get the results ‘I want’, encouraged and pushed people to give the same thing a go.
Unusual Everyday™ Idea
Holiday in two weeks? No worries. Hot new date? We are ready for it. We reshaped the stress of weight loss into something doable and simple that Works For Me. Using celebrity ambassadors such as Kelly Brook and TV and social campaigns, we showcased the fun and easy alternative to crash dieting, proving that if it works for them, it will work for ‘me’.
