Weight Watchers Drop 'Weight' From Company Name

Rated 5/5 (1 person). Log in to rate.

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.

Comments

No comments have been made. Please log in to comment.
 

Latest News

STAR Awards 2019: The Winners

Congratulations to all staff members who received nominations, certificates and awards!

 
 

Top stories from Radar

The Mueller Report: What it Said, and What it Didn’t

A couple weeks ago, Special Counsel Robert Mueller finished his report on President Trump’s ties with Russia and obstruction of justice.

 
First All-Female Spacewalk Cancelled Over Lack of Spacesuits

NASA confirmed plans for the first all-female spacewalk in history was thrown out due to sizing issues of a second space suit.

 
Speak Up, Speak Out

In school Jasmine used art as a form of escapism. In order to avoid the thrashings from her toxic girlfriend. Jasmine says: “She wasn’t allowed in the art department because she didn’t take the subject. She couldn’t stop me from going there, it was about all she couldn’t stop me from doing.”

 
Clueless Remake: What We Know so Far

Following recent news, Clueless, a 90s high school chick flick classic, box office smash and cult classic, has been set for a modern remake and the fans of the original movie have shared mixed feelings.