• Brandweek, Thursday, December 20, 2007 2:48 PM

New advertising for Curves International--dubbed "The Body Campaign"--will celebrate women rather than focus on weight loss. The effort, featuring a "Your Curves will amaze you" tagline, breaks Monday.

To better understand their audience (women, age 44-plus), Curves and agency Publicis Mid America, Dallas, conducted research that included the use of proprietary tools, such as Heart2Hearts, which are at-home talks with women, and Buzz Blast, which allowed them to monitor online conversations with technology originally developed for the military.

"We monitored the online conversations so we could find out how women talked about Curves in a natural environment," says Stephanie Ouyoumjian, svp, director of strategy. What they learned became the basis for the new campaign: Women are at the center of all efforts, not the brand.

Read the whole story at Brandweek »