04
04
WeightWatchers
WeightWatchers
WeightWatchers
Client
Client
WeightWatchers
WeightWatchers
Type
Type
Brand Strategy & Repositioning Pitch
Brand Strategy & Repositioning Pitch
Year
Year
2025
2025
About
About
WeightWatchers (WW) has long been recognized as a leading global brand in weight management. However, as cultural perceptions around health, wellness, and body image evolved, WW began to face a disconnect with younger audiences. The brand risked being seen as outdated, overly prescriptive, and associated with older generations.
WeightWatchers (WW) has long been recognized as a leading global brand in weight management. However, as cultural perceptions around health, wellness, and body image evolved, WW began to face a disconnect with younger audiences. The brand risked being seen as outdated, overly prescriptive, and associated with older generations.
Brief
Brief
Reassert WeightWatchers’ relevance and cultural credibility for millennial who hold misconceptions about the brand. The challenge was to balance WW’s scientific credibility with their desire for autonomy, community, and modern wellness practices.
Challenges
Misconceptions about WW: Seen as “my mom’s diet club,” overly focused on weight, one-size-fits-all, and primarily for women.
Fragmented product perception: The app and tools undersold WW’s full value, leaving users confused about what the brand truly offered.
Erosion of trust in authority: Millennials are skeptical of traditional marketing and expertise without transparency.
Key Insights
WW isn’t irrelevant — it’s misunderstood.
Millennials are also misunderstood. They’re not lazy, noncommittal, or anti-authority, they’re burnt out, protective of their energy, and seeking balance.
Millennials don’t want to be managed; they want to be met.
They don’t want another plan; they want their plan that preserves dignity of choice and offers relief in a confusing wellness landscape.
Challenge and Insights
Challenges
Misconceptions about WW: Seen as “my mom’s diet club,” overly focused on weight, one-size-fits-all, and primarily for women.
Fragmented product perception: The app and tools undersold WW’s full value, leaving users confused about what the brand truly offered.
Erosion of trust in authority: Millennials are skeptical of traditional marketing and expertise without transparency.
Key Insights
WW isn’t irrelevant — it’s misunderstood.
Millennials are also misunderstood. They’re not lazy, noncommittal, or anti-authority, they’re burnt out, protective of their energy, and seeking balance.
Millennials don’t want to be managed; they want to be met.
They don’t want another plan; they want their plan that preserves dignity of choice and offers relief in a confusing wellness landscape.
Challenge and Insights
Challenges
Misconceptions about WW: Seen as “my mom’s diet club,” overly focused on weight, one-size-fits-all, and primarily for women.
Fragmented product perception: The app and tools undersold WW’s full value, leaving users confused about what the brand truly offered.
Erosion of trust in authority: Millennials are skeptical of traditional marketing and expertise without transparency.
Key Insights
WW isn’t irrelevant — it’s misunderstood.
Millennials are also misunderstood. They’re not lazy, noncommittal, or anti-authority, they’re burnt out, protective of their energy, and seeking balance.
Millennials don’t want to be managed; they want to be met.
They don’t want another plan; they want their plan that preserves dignity of choice and offers relief in a confusing wellness landscape.
Credits
Piyush Bhagat
Zach White
Dianna Loevner
Dyna Rivera
Lizy Ainsworth
My Role: Cultural Strategist, Brand Designer, Pitch Designer, Art Director
Credits
Piyush Bhagat
Zach White
Dianna Loevner
Dyna Rivera
Lizy Ainsworth
My Role: Cultural Strategist, Brand Designer, Pitch Designer, Art Director
