• by Karlene Lukovitz  @KLmarketdaily, January 4, 2010

Atkins Nutritionals is using its first TV commercial in two years, weight-loss video diaries posted on social media and video sites, a free start-up guide/product sample kit and other efforts to communicate a new marketing emphasis for 2010.

The core marketing message of the year-long campaign -- the flexibility, convenience and variety of the Atkins diet, in contrast to competitive weight-loss plans -- ties in with the scheduled March release of a book detailing an "updated and simplified" version of the diet (The New Atkins for a New You). Atkins wants consumers to understand that the program is based on easily prepared foods available at the local grocery store, including basic proteins and vegetables ... and Atkins' low-carb bars, shakes, pasta and baking mix.

"We're focusing on how the flexibility of the New Atkins diet makes it easy for people to make it a part of their lifestyles," says Atkins Nutritionals VP of Marketing Jennifer McGhee. "We want people to understand that they don't have to drink two shakes a day, or limit themselves to cereal, or eat unappealing food out of cardboard boxes to lose weight. They don't have to starve, deprive or limit themselves to lose weight."

The references to shakes, cereal and cardboard boxes are, of course, swipes at Slim-Fast, Special K and Nutrisystem -- and the visuals and copy in Atkins' new TV spot makes these competitive comparisons clear without actually naming those brands. The commercial is the first to directly take on competitors, as well as the first featuring actress Courtney Thorne-Smith ("According to Jim," "Ally McBeal"), who became Atkins' spokesperson last year.

The commercial, as well as social media efforts and the brand's revamped Web site (Atkins.com), will also promote a new offer: Register online (or via an 800 number) and receive a free Atkins kit, by mail, that includes a quick-start guide, carb counter and three Atkins nutrition bars.

In addition to the free offer registration area and videos featuring Thorne-Smith spelling out each of the four phases in the Atkins diet, the brand's site will carry a series of new video testimonials from several real-life Atkins users who are in the process of losing weight.

The participants (still being selected) will create weekly, two-minute videos of themselves over a 12-week period. The videos will document their weight-loss progress, challenges and successes -- including their use of Atkins food products and the recipes and tools available on the Atkins site. (Atkins is recruiting weight-loss subjects who are also already video-proficient, in part by taking applications through the freelance videographer trade site poptent.net, rather than through the Atkins home site.)

The weight-loss-in-progress videos will also be posted and/or promoted on YouTube, Facebook, Twitter and other social media sites.

On the home site, the videos will join the many (more than 100 per year, according to Atkins) testimonials volunteered by the diet's successful users. Testimonials have been very successful for Atkins because of their inspirational value, and dieting is a very social activity, confirms McGhee, who reports that the brand's online community grew by more than 1,000% last year. Facebook members grew to more than 3,000.

Atkins will also get welcome exposure on Jan. 8, when "Good Morning America" features one of its 2009 success stories (Kim Eidson, who says she lost 133 pounds on the diet), reports McGhee.

Other efforts will include trade and retail promotions featuring Thorne-Smith, who's been on Atkins for a decade. Promotional videos will appear on more than 2,500 in-store Walmart Smart TV's.

Sales of Atkins' products, which include four lines (Advantage, Day Break, Endulge and Cuisine), grew by 22% in 2008, according to McGhee.

The year's new product intros will include new Advantage, Day Break and Endulge flavors being launched in February.