The internationally recognised diet company, ‘Weight Watchers’ has decided to slim down its name, marking its rebranding revolution.
The internationally recognised diet company, ‘Weight Watchers’ has decided to slim down its name, marking its rebranding revolution.
Yet, when asked what the WW would now stand for, the chief executive, Mindy Grossman, was unable to give an explanation.
Ms Grossman simply put the well-known WW were “a marque”.
“That marque represents our heritage and history and what we are going forward," she said.
The renaming comes after the backlash Weight Watchers received from eating disorder groups and body confidence social media campaigns, when they promoted their weight loss services to teenagers this summer.
The groups’ frustrations quickly gained momentum with the hashtag #wakeupweightwatchers.
The company are hoping to make a shift towards wellness -and have been doing so for the past 2 years- rather than focusing on weight loss due to a rise in negative views on such regimes.
Many successful social media campaigns are now focusing on fitness, rather than looks with the hashtags #StrongnotSkinny, #Fitnotthin and #iweigh.
"The paradox is that everyone is talking about wellness and nobody wants to use [the words] diet or weight, but we're not getting healthier," Ms Grossman said.
The rebranding is steering towards encouraging healthy habits to its clients “without focusing on weight loss”.
They aim to broaden their appeal to attract potential clients, and to motivate others to stay long-term.