• by Fern Siegel , August 21, 2024

WeightWatchers adopts a new approach to an old problem.

The new "Fits You" campaign, created by Ogilvy after being named the company's global AOR, takes an individual approach.

Rather than determine weight loss by the numbers, "Fits You" takes a dive into personal stories. It also focuses on the platform's benefits, such as members' easy access to clinicians.

The campaign was directed by C Prinz, who has helmed campaigns for Nike, YSL Beauty and sportswear brand On.

One ad features Mike, who describes using a mix of WeightWatchers programming and weight-loss drugs available via WeightWatchers Clinic to achieve better results.  

WeightWatchers' former public face, Oprah Winfrey, left early the company this year. Winfrey, who has struggled with her weight, admitted to using weight-loss medications. The popularity of Ozempic and Wegovy has risen as more celebrities reveal taking the drugs.

In the latest earnings report, the brand, which also does business as WW International, reported revenue fell nearly 11% YoY to $202 million in Q2. Subscribers declined 6.1% YoY.

Regarding the earnings report, CEO Sima Sistani stated: “With a rapidly changing landscape, we are taking decisive actions to navigate through this environment and completely reimagining how we operate.”

Ogilvy is part of WPP.