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STRATEGY ANALYSIS
WEIGHT-LOSS ADVERTISING
PRESENTED BY:
Sarah Creus
Bridget Creel
Paige Hullett

Table of Contents
EXECUTIVE
SUMMARY
3
HISTORY
3
TARGET
AUDIENCE
.10
EFFECTIVE COMMUNICATIONS
STRATEGIES11
o Broadcast
11
o Web/Online
Advertising
14
o Print
Advertising
.15
RECOMMENDATIONS
..16
CONCLUSION
.17

EXECUTIVE SUMMARY
Weight loss advertising is the activity or profession of producing
advertisements for commercial products or services directed towards the
idea of weight loss. Thousands of weight loss ads circle the Internet and
other social media platforms, but out of the numerous weight loss ads and
programs, Weight Watchers and Jenny Craig were taken into
consideration, and analyzed.
Weight Watchers was founded by Jean Nidetch in the 1963, and
began as a group of women who would go over to Jeans house once a
week to discuss how best to lose weight. They have kept to their core
philosophy since the beginning: To use a science-driven approach to help
participants lose weight by forming helpful habits, eating smarter, getting
more exercise and providing support. Jenny Craig was established in
1983 by Sid and Jenny Craig in Melbourne, Australia. Before moving to
Australia, Jenny endeavored to find the most credible doctor,
psychologist, dietitian and nutritionist who would help design a program
according to the Australian guidelines and health needs. Today, both
weight loss programs are extremely well known, each with thousands of
participants. Times have drastically changed regarding weight loss plans,
and today, health care programs are very much improved from the past,
but they still have room for improvement. In the past, many weight loss
programs, or fads, contained false information, or inaccurate depictions of
healthy ways to lose weight.
After researching the techniques of Weight Watchers and Jenny
Craig, it is evident that both programs have been successful through
advertising with celebrities. Media content that both programs utilize are
advertisements through commercial messages, website advertisements
and picture ads in magazines. There are many advertisements involving
celebrities that have made the programs famous over time, and more
recent commercials have evolved to appeal to the target audience. In

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addition to advertising with celebrities, both programs use real-life
examples to demonstrate how the program works and how it has changed
ordinary peoples lives.
This report is based on the analysis of the programs over time,
through their incorporation of different celebrities and different
techniques. Weight Watchers and Jenny Craig both used advertising
campaigns to reach their audiences. Weight Watchers appealed to their
users through Im Only Human and I Did It, while Jenny Craig used their
campaign, Have You Called Jenny Yet?

HISTORY
Dieting through the decades. As a society with an alarmingly
high obese rate, extreme pressures to live up to unrealistic standards,
and busy schedules,
people are constantly
looking to lose weight in a
quick and easy manner.
Women (and men!) across
the world have tried every
diet trick, magic pill, and
secret formula to weight
loss. Lets go back to the
40s and start from there.
With cigarette ads flooding
peoples minds, those in
the 40s believed that
smoking would actually
make you lose weight.
Cigarette brand Lucky
Strike used the line Reach
for a Lucky Instead of a
Sweet. With all the known
health risks of smoking
today including lung
cancer and heart disease,
this trend is thankfully
over.
As society
approached the 50s, diet
plans took a twist. Two key elements in weight loss emerged, including
the introduction to artificial sweeteners, and prayer. Yes, prayer. In the
50s , the Christian dieting industry exploded. After losing 100 pounds,
Reverend Charlie Shedd wrote the book Pray Your Weight Away,
which was published in 1957. The best-seller set the trend for future

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titles such as I Prayed Myself Slim (1960), Help Lord, The Devil
Wants Me Fat! (1978) And The Weigh Down Diet (1997), which
advised readers not to confuse physical hunger for what was really
spiritual hunger. Oddly enough, the trend still sticks today. In 2002,
Don Colbert, M.D., published What Would Jesus Eat? and The What
Would Jesus Eat Cookbook.
http://www.today.com/id/29795998/ns/today-today_health/t/decadeswacky-dieting-trends/#.U3J-hq1dVZ9
In addition to prayer, the first artificial sweetener, Saccharin, was
introduced. It became a popular sugar substitute, and is still used
today. However, after years of research that proved a link to cancer
risks of the sweetener have become a growing concern.

In the 60s, popular diet plans such as Weight Watchers and the
Atkins diet came into play. A key component to these diet plans is
support groups, which is still a major factor in weight loss programs.
Early in the decade, a group of compulsive eaters formed Overeaters
Anonymous. Rozanne S founded the group in California on January
19th, 1961. Overeaters Anonymous offers a program of recovery from
compulsive eating using the twelve steps and twelve traditions of
overeaters anonymous. Worldwide meetings and other tools provide a
fellowship of experience, strength and hope where members respect
one anothers anonymity.

Another support group that has spiraled into a huge weight loss
platform was soon founded after. Weight Watchers founder Jean
Nidetch invited friends into her New York City home to talk about
weight loss in 1961. Two years later, after losing 72 pounds, she
launched Weight Watchers.
While support groups remained a popular trend, the 70s dove
into the crazy world of diet pills. With false promises and horrible side
effects, these pills proved to be far from magical. After reports of
vomiting and abdominal pain however, the FDA pulled the pills in 1983
to investigate the long-term side effects. Dexatrim was another pill of
the era. The appetite suppressant contained the drug PPA
(phenylpropanolamine), and in 2000, it too was pulled from the market.
Phenylpropanolamine, a chemical derive from ephedra, was
discontinued when hemorrhagic stroke and increased hypertension
were reported.
http://www.today.com/id/29795998/ns/today-today_health/t/decadeswacky-dieting-trends/#.U3J-hq1dVZ9

In addition to Dexatrim, a
Danish physician used ephedrine in
combination with caffeine to treat
asthma. Eventually this treatment
was prescribed for weight loss. In
1994, the United States passed the
Dietary Supplement Health And
Education Act, classifying ephedra
as an herb that did not require FDA
approval. Realizing that diet pills,
smoking, and artificial sweeteners
werent doing the trick, people
began eliminating specific foods
from their diet.
Dr. Herman Tarnover introduced the
Complete Scarsdale Medical Diet,
another version of the high protein,
low-carb diet. The diet was very
specific and structured that is to be followed exactly. The diet called for
a grapefruit for breakfast each day, which was meant to supply
enzymes necessary for burning the 700-calorie per day diet. Critics
acknowledges that the diet gave quick results, but say that weight loss
on the plan results simply from the reduced caloric intake, and is
mostly water weight that is quickly regained.
http://foodworksblog.wordpress.com/2013/09/11/a-diet-historytimeline/

In the 80s, technology

first began to play in as a
key contribution to weight
gain. The time for change
became more apparent, and
people turned to cutting
back on the calories. Food
companies catered to the
needs of society by making
their foods reduced fat, or
fat free. In the 80s, most
people believed that fats
made you fat. Although our
mindset in the 80s wasnt
entirely off, we didnt get it
entirely right either.
While people turned to
some promoted pre-made,
calorie-controlled meals;
others implemented lowcalorie snacks aimed at
reducing appetite. Most
promoted restriction of all
types of fats. What we didnt
keep in mind was our
metabolic rate. It isnt fixed.
If we eat less, our
metabolism will gradually
re-adjust to run slower,
negating marginal reductions to our caloric intake. This is known as the
"survival mechanic."
The 90s came upon us in full swing as the internet forever
changed the landscape of our lives. After realizing that munching on
foods that are labeled low fat isnt actually going to help, the next
food group to be eliminated was carbs. Dr. Herman Tarnover was on
this track in the 80s, with his idea of a low carb diet. For many,
participants entered a state called ketosis. Ketosis is triggered by
fasting, starvation, intense exercise, and low-carbohydrate diets. What
the 90s didnt realize is that reducing carbs too much can leave you
with mental fogginess and even cause irritability. In the absence of
carbohydrates our bodies are forced to use alternative metabolic
pathways to produce glycogen.

Decades later, we find ourselves in the 2000s. While many

questions remain unanswered, we are beginning to get more educated
on the right way to diet and lose weight. Among todays most popular
trends include raw food diets, paleo and gluten free, vegetarian and
vegan, and organic food plans. They each promote a chemical free,
minimally processed approach to eating. Gluten free diets are mainly
the cure for the disease celiac, an autoimmune disease attacking the
small intestine due to the presence of gluten. Gluten includes wheat,
barley, and rye. The Paleolithic diet, or Paleo diet, is a modern
nutritional plan based on the presumed diet of Paleolithic humans.The
Paleo Diet is an effort to eat like we used to back in the day. If a
caveman couldnt eat it, neither can you.
(http://www.wholebodyfit.net/blog/article/dieting-through-the-decadesthe-history-of-weight-loss)
This means anything we could hunt or find meats, fish, nuts,
leafy greens, regional veggies, and seeds are fair game. Although there
are a growing number of variations, the Paleolithic diet consists mainly
of fish, grass-fed pasture-raised meats, eggs, vegetables, fruit, fungi,
roots, and nuts, and excludes what are perceived to be agricultural
products including grains, legumes, dairy products, potatoes, refined
sugar, refined salt, and processed oils.
We are taking small steps in the right direction today, but we
arent all the way there yet. With technology and busy lives taking
over our world, time remains as the main concerning issue to most.
Most people cite "not enough time" as the reason behind their poor
eating habits. Our technology-driven society rewards those who move
fast, multitask, and rush.

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Historically, we are on a better path than we once were. In the past,

most advertisements were in the newspaper. Unfortunately, most facts
didnt line up, and werent credible thanks to our now improved
knowledge today. We understand that obesity soap, tapeworms and
bile beans will not actually help us get rid of fat. In the past,
advertisements incorporated extreme ideas to generate attention from
the public. We can appreciate how far we have come, and have a better
understanding, but still have a long ways to go. Today, its all about the
food you eat. The media plays a big role with this, telling audiences what
foods to focus on, and what to avoid, especially through meal plans such
as Weight Watchers and Jenny Craig.

TARGET AUDIENCE

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Women looking to lose weight in a healthy manner tend to
incorporate weight loss diets into their regime. Because there are so
many weight loss programs making new improvements and
breakthroughs to their program, these programs compete daily with
one another between new advertisements, commercials, and celebrity
endorsements. According to WebMD, you should only lose about 1-2
pounds if you burn more than 500 calories than what you consume
every day for a week. For women looking to drop weight fast, the
answer isnt stop eating; it is to eat healthier with smaller portions.
Another important factor into shedding those pounds healthy is to
exercise. Weight loss programs and advertisements, especially
supplements such as Slim Quick, imply that if you just take the pill or
just start this weight loss program, you will lose weight. In the fine
print of all weight loss theories, exercise is a must. Women are fooled
by the fact that weight loss programs are effective when you do it right
that is-- eat smaller portions, eat healthier, snack healthy, and
exercise.
Commercial weight-loss programs run by Jenny Craig, Weight
Watcher, Nutrisystem, South Beach Diet, etc., usually offer a set diet of
1,000-1,500 calories a day, including a mentoring and group
counseling session to provide comfort and motivation. The term diet
simply refers to food and drink that is regularly provided or consumed.
Diets that are unhealthy are considered fad diets. Individuals who have
no support, recommendation, or guidance follow fad diets. Fad diets
are extremely strict about calories and tend to take away certain food
groups in order for weight to be dropped instantaneously. That being
said, cutting entire food groups out of ones day to day regime is not a
healthy way to drop weight. Liquid diets, cleanses, and detoxes all fall
under fad diets. These diets may make you lose weight fast, however
the long term effects of fad diets will make an individual gain weight in
the future because your metabolism has been destroyed by eating so
little. Only 5% of individuals who go on a diet keep off the weight that
they lose each year
(http://www.ext.colostate.edu/pubs/foodnut/09363.html).

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EFFECTIVE COMMUNICATION STRATEGIES

Broadcast Media/Commercials
Weight Watchers and Jenny Craig create effective commercials
through demonstrating the structure of their program in addition to
showcasing success stories from people who have used the program.
By showing people who have been successful in the commercials, the
target audience is drawn in and able to relate to the commercial,
making them more likely to try it. When it comes to effective
commercials, a call to action must be present. A call to action typically
is a statement or thought that causes the viewer to choose to start the
program right away. Commercials for weight loss programs do not only
inform the target audience about the pros of the program, but it also
encourages the audience to start immediately. Both programs have
shown to incorporate celebrities in their commercials, which functions
as a recognizable face to the public.
(http://advertising.about.com/od/televisionandradio/a/commercialmust
s.htm)
In 2012, Jessica Simpson signed a $4 million contract with Weight
Watchers. When the first commercial was produced, there was extreme
controversy raised because the commercial only featured the top half
of Simpsons body. When it comes to weight loss advertising through
images, people expect to see significant results and since Simpsons
body was not shown, it made it difficult for the target audience to
observe the changes that Jessicas body had experienced as a result of
Weight Watchers. The commercial was criticized because it did not
show how Weight Watchers was effective for Simpson, she simply
just explained the effectiveness of it through her words. However, the
commercial also raised attention in a positive manner because
Simpsons portrayal of being a real person with real problems was
effective and made her relatable to the target audience of Weight
Watchers, even though she is a celebrity. (http://idealbite.com/whydidnt-weight-watchers-show-jessica-simpsonsbody-in-their-adcampaign/)

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A more recent Weight Watchers commercial, which aired in

March 2014, not only shows Simpsons entire body but it also
showcases Simpson in a tight white dress. She announces that she has
never been happier and refers to Weight Watchers as a support
system. Weight Watchers successfully showcased the supportive side
of their program and made it seem more than just an average diet
plan. When it comes to diets, a lot of people fail because they do not
have people checking up on them and making sure that they are not
giving into temptations. Weight Watchers ensures that no one will fail
on the program and it holds each member accountable.

Jenny Craig incorporates similar techniques to Weight Watchers

through their use of celebrity, Kirstie Alley. In 2004, Kirstie began using
Jenny Craig and successfully lost 75 pounds. In 2007, still keeping the
weight off, Kirstie left the company in hopes to continue on with her
healthy lifestyle. Unfortunately, she struggled to keep the weight off
and returned to the program after gaining 30 pounds.

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(http://www.nydailynews.com/entertainment/kirstie-alley-returns-jennycraig-7-years-30-lb-gain-article-1.1748584)
The first commercial that Alley appeared in shows her quirky
personality by having her call to Jenny Craig in regards to being fat.
She goes on to tell the viewers about the delicious food, such as
chicken fettuccine. She claims that she is fat and she is not
embarrassed to seek help through Jenny Craig, which is a relatable
statement to a lot of the viewers in the target audience.

Alley reappeared in 2014 in Jenny Craig commercials and similar

to the first commercial, she appeared in a dress and on the phone with
Jenny. In the commercial, she admitted that shes not circus fat and

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that she just wants to lose 20 pounds. The idea of losing 20 pounds
may elicit a direct response from viewers who want to lose that
amount as well.

Web/Online Advertising
Weight Watchers and Jenny Craig appeal to their target audience
by assuring the viewers that the program is relatable to the needs of
the viewer. Both programs make it relatable by showing results and
testimonials on the websites of people who have tried the program and
been successful.

The success stories on the website for Weight Watchers are

personalized to fit the needs of the viewer. The search option allows
the viewer to select a category that is most applicable to their life. This
shows that Weight Watchers uses specific details to make it easier for
the viewer to navigate through the website and find out more
information through the stories of people that are similar to them.

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Jenny Craig features many different success stories and similar to

Weight Watchers, it covers a large section of their website. The phrase
Real Lives, Real Change is appealing to viewers because if the
celebrity advertisements did not catch their attention, the stories of
ordinary people are more likely to do so.
Print Advertising
In addition to the advertising of good food and consulting, each
company strongly promotes the price of the program and how the
members who join will receive a discount on the program. Discounts
for both Weight Watchers and Jenny Craig appeal to all consumers
because a large part of why people cannot be healthy is due to money
and availability of resources. However, it is a proven fact that people
will pay a lot of money if it guarantees them to lose weight.

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RECOMMENDATIONS
After evaluating past and present advertising techniques for diet
plans, a few recommendations for future communication efforts could
be implemented. To begin, weight loss programs could strongly benefit
from improved partnership. Coalition with members from health care
professions, the government, and organizations promoting the good of
public interest could help collaborate to form healthy, and effective
ways to maintain a well balanced plan. With this coalition advertised to
the public, it not only gives a program credibility, but gives the
potential user more well-rounded information. Members from health
care professions could provide information further regarding the health
aspect of the programs, and how to approach the program in a healthy
way. Other programs have advertised their products without full health
details regarding what exactly is in their packaged food, and when to
eat what specific meal. With further clarification, users may be more
inclined to join the program.
Information content for customers is an important subject of
interest. In past communication efforts, many advertisement plans had
false information, confusion of how to use the program, and what
exactly comes with the program. To improve these errors, content
providers should accurately supply staff qualifications, the programs
goals, the training of the experts and their experiences, and allow
customers the chance to ask about these ramifications to the provider.
With support groups as a main supporting factor of the program,
Weight Watchers and Jenny Craig could benefit from pushing this
aspect to potential users. Members are often hesitant to make a
change, and may not have a support system of their own. An unbiased
outside source is a main reason people join a program, as many people
have stated in the Weight Watchers Im Only Human and I Did It
campaign, and the Have You Called Jenny Yet campaign. Weight
Watchers and Jenny Craig advertise this support group online, but
further promotion via email, commercials, and even more residentially
could help spread the news of a support group or mentor. By
emphasizing benefits such as these, weight loss advertising programs
could revamp their brands in order to further attract their target
audiences. While researching weight loss programs, social media
platforms were a factor, but utilizing even more platforms instead of
just online information could attract a wider audience, and get the
word about a program spread to more people.
In the article, Dieting through the Decade, insight to todays
major health issues were analyzed. The article explained that the main
issue today is time. Most people cite "not enough time" as the reason
behind their poor eating habits. Our technology-driven society rewards
those who move fast, multitask, and rush. In the future I believe the most
effective nutrition plans will place emphasis on practical strategies, simple
food prep, and offer its patrons compelling evidence that investing the

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time in procuring healthy foods is a worthwhile investment.
(http://www.wholebodyfit.net/blog/article/dieting-through-the-decades-thehistory-of-weight-loss)
To help cater to this fast paced society, advertisements could
further promote simple , easy plans and meals without time being taken
away to do so. Consumers today look for simple and fast solutions, and
may be turned away from a plan that takes a lot of time and seems
complicated. Advertisements could benefit from highlighting that they
understand the culture of our fast past society, and how they are willing to
adapt around it.
Television is a useful outlet for advertising, but often times
commercials can spark controversy among publics. For example, in Jessica
Simpsons first Weight Watchers commercial, she was filmed from the
neck up speculating questions to why her body wasnt shown in the shot,
and if she was even on the program. This commercial isnt the first to
damage a programs credibility, and by paying close attention to the way
a commercial is filmed, packaged, and perceived by an audience is key.
Advertisers could improve this by taking the time to evaluate the
commercial step by step, and how the audience perceives it, before its
reputation is damaged.
CONCLUSION
With this being said, advertisements could feed to the needs of our
current fast paced society by further emphasizing the flexibility of their
weight loss programs. For potential members who are busy and on the go,
programs could improve advertising by permitting and encouraging dining
out (with guidelines on how to correctly do so), and how to make the
program not just a diet, but a lifestyle. Weight Watchers and Jenny Craig
successfully target their audiences emotions, and their programs are
widely known. However, with these suggestions to improve overall
weight loss advertising, weight loss programs could further thrive.