It's that time of year again — when emails proclaiming "New Year, New You!" and "Drop 10 pounds by February!" flood inboxes everywhere. It's the typical diet company tactic: Target people who want to shed holiday weight, as well as those who set big weight-loss resolutions for the new year, and gain thousands of new customers.
WW, the brand formerly known as Weight Watchers, is taking a different approach by emphasizing its focus on wellness instead of on weight loss –– after all, its new slogan is "Wellness that Works." WW recently made additional moves into the wellness sphere by choosing Kate Hudson, actress and co-founder of athleisure brand Fabletics, as its new brand ambassador, as well as partnering with meal kit service Blue Apron to focus more on healthy eating and less on "point-counting." This sends a clear message that WW is all about living a healthy lifestyle, and shedding pounds is just a byproduct of that.
This shift away from overt weight-loss marketing and the hiring of someone so clearly in the wellness (as opposed to weight loss) space could appeal to millennials, who are looking to improve their overall well-being instead of solely focusing on the number on the scale. Thus, it may be a smart way for WW to grow its audience and stay relevant.
On the other hand, choosing Hudson may push away loyalists who do want to focus on weight loss and feel their trusted brand is leaving them behind. Some backlash on Twitter has already begun.
We'll see what 2019 has in store for WW –– and if the new hire of Hudson and the "Wellness that Works" slogan does indeed work for the company.
For feedback or news tips, reach out via email at lb@skift.com or tweet me @lesliebarrie.
