The WW Black program is a uniquely tailored three-month approach that was borne of a sobering truth: over half of Australian women prefer to have sex with the lights off, with a quarter avoiding sex altogether, due to body self-consciousness (Body Confidence Report 2016, commissioned by Weight Watchers).
Black is a continuation of Weight Watchers “Live Bigger” brand platform that was launched earlier this year with a new look, new campaign and new program.
Cam Blackley, ECD, BMF said: “Earlier this year WW succeeded in turning around a four-year decline thanks to the new brand platform ‘Live Bigger’ which encouraged women to feel comfortable in their skin, and have the confidence to get out and experience more, living a bigger life. “Black” is a further bold step for any brand associated with weight loss. I am sure the campaign will resonate with all those that have experienced the truth behind it.”
The integrated campaign developed by BMF aims to start a national conversation about body image, confidence and sexuality. It’s supported by a film featuring WW members speaking to their own stories of confidence and self love which provide the honest and real voices behind the campaign.
The campaign live in Australia and New Zealand also includes a three month Program featuring content from Sexologist and Relationship expert Dr Nikki Goldstein, a website, digital media and a WW Black mood light which acts as a symbol to women to have the confidence to leave the lights on in the bedroom.
Rebecca Melville, senior marketing manager, Weight Watchers said: “WW new Black program is about empowering women to make lasting lifestyle changes that improve their physical and emotional wellbeing, and their sexual wellbeing is an important aspect of that. Weight Watchers has a strong history of providing programs based on an inherent understanding of consumers, so, after hearing directly from our Members about this topic, and with research proving that this was a broader issue, we wanted to shed light on this topic and empower all women to be confident in every aspect of their lives. We know it’s a conversation that sparks emotion, but it’s one we aren’t shying away from as we know it’s something that our Members and consumers want to talk about. It’s about confidence. We hear it everyday from our members. That WW helps them regain their confidence and Live Bigger.”
Source: Campaign Brief