These days, many diet programs, products and supplements run ads year-round, as well as heavying up in post-holidays blitzes.
SlimFast is getting a jump on the holiday action by launching a new product and supporting TV campaign before Thanksgiving.
The new line, called Advanced Energy, adds a functional appeal reminiscent of diet supplements’ to
SlimFast’s shakes-based weight loss program. The shakes are positioned as enabling people to “feel energized while losing weight.”
The products contain “as much caffeine as a cup of coffee” (actual amount unspecified in the ads or the brand’s site), 20 grams of protein, 24 vitamins and minerals, and five grams of fiber. The pitch also stresses that the shakes, which come in four flavors, have only one gram of sugar and one net carb. The product also comes in a smoothie mix format.
The 30-second TV spot (below) features beaming young women and men dancing vigorously, mostly with shake in hand. The voiceover states that the new products provide “energy for hours,” are “clinically proven to help you lose weight fast,” and start producing results “in just one week.”
Tagline: “Give your weight loss a jolt!”
The ad aired on cable some 240 times in its first five days, according to iSpot.tv, which gives it a 7.7 engagement rating. The spot is also featured on SlimFast’s Facebook page.