Weight Watchers Invites People to “Live Fully” in New Year Campaign Featuring Oprah Winfrey
Winfrey Reveals Over 40-Pound Weight Loss and Personal Experience on Beyond the Scale Program
NEW YORK (December 22, 2016) – Weight Watchers International, Inc. (NYSE: WTW) today introduces “Live Fully,” a new campaign that kicks off the New Year focused on helping people live the life they want, full of the great foods, people and experiences they love, and the energy that comes with good health.
The campaign launches with two new TV ads featuring Oprah Winfrey’s personal experience on the Beyond the Scale program, announcing that since she joined Weight Watchers, she has lost more than 40 pounds eating the foods she loves and enjoying a “fantastic and full life.” The campaign brings to life how Winfrey and other members are living well while losing weight and promotes the belief that food should be celebrated and enjoyed with others.
“Weight Watchers is easier than any other program I’ve ever been on. It’s a lifestyle, a way of eating and a way of living that’s so freeing. You never feel like you are on a diet and it works,” said Winfrey. “I believe others who are looking to make a change will be as inspired as I am about the stories we are sharing in this new campaign.”
Last winter marked a major evolution in the Weight Watchers program with the launch of Beyond the Scale, which inspires and guides members to eat better, move more and shift their mindset. The results have been powerful: Members lost 15% more weight in their first two months following the Beyond the Scale program than those who followed the previous program, a claim that will be featured prominently in the campaign. The results compare meetings members who weighed in two months after starting the program versus the same time period in the prior year.
“We’ve been really pleased with the success of our Beyond the Scale program. It empowers people to eat the foods they love and live the life they want, while losing weight. In fact, our members lost 15% more weight in their first two months than those who followed the previous program,” said Stacey Mowbray, President of Americas at Weight Watchers International, Inc. “‘Live Fully’ is an idea that will extend beyond this campaign because we know how strongly it resonates with those who are looking for a new, more joyful approach to a healthier lifestyle.”
The integrated campaign includes broadcast, print, digital, social and public relations.
The television ads include:
- “Poem,” an inspiring spot that begins airing nationally December 26. The spot features Winfrey’s approach to living fully, explores her new approach to eating and shares that “you don’t have to choose between weight loss and living well.”
- “Success,” where Winfrey shares her success on Weight Watchers and highlights all the foods she loves and is able to enjoy while losing weight with the Weight Watchers program. The spot will also begin airing nationally December 26.
- “Member Stories,” are empowering spots that will begin airing December 31, featuring Winfrey and other members sharing their inspiring and energizing stories.
For more information, visit http://www.weightwatchers.com.
About Weight Watchers International, Inc.
Weight Watchers International, Inc. is the world's leading commercial provider of weight management services, operating globally through a network of Company-owned and franchise operations. Weight Watchers holds more than 32,000 meetings each week where members receive group support and learn about healthy eating patterns, behavior modification and physical activity. Weight Watchers provides innovative, digital weight management products through its websites, mobile sites and apps. Weight Watchers is the leading provider of paid digital subscription weight management products in the world. In addition, Weight Watchers offers a wide range of products, publications and programs for those interested in weight loss and weight control.