Bringing Weight Watchers Back From “The Brink of Irrelevance”
“When ANA President Bob Liodice introduced Weight Watchers head of marketing today, he didn’t hold back when describing just how poorly Weight Watchers was doing in early 2015 – it was “at the brink of irrelevance.” Quite an introduction for Maurice Herrera.
In fact, January 2015 was one of the company’s worst January periods ever in terms of signups, says Herrera, who had joined the company just three months earlier. Timing was crucial, because the first quarter accounts for more than 40% of the company’s business, he notes. People were looking for other ways to lose weight, including wearable fitness trackers and Paleo dieting, resulting in Weight Watchers subscriptions dropping 25 percent year-over-year that quarter, Herrera recalled. Its stock skidded from $25 to $7 per share, he said, and fell even further that summer. Herrera had to lay off about 25 percent of his team of 30 or so people.
Herrera and his slimmed-down team, with agency DiMassimo Goldstein, came up with a more consumer-centric approach. “Since everyone believes that they have a unique challenge, it’s critical for them to look at Weight Watchers and see a bit of themselves in the brand,” Herrera says. “We needed to create a brand identity that felt accessible and relatable as well as aspirational.””
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Last week, Maurice Herrera, the Head of Marketing for our inspiring action client, Weight Watchers, had the honor of speaking at the 2017 ANA “Masters of Marketing” event down in Orlando, Florida.
The event, which boasted over 2,500 attendees, is one of the biggest and best gatherings for senior marketers in the country.
Herrera was invited to speak about the transformative journey that Weight Watchers has enjoyed these past two years. Together, with Herrera and his team, we’ve taken one of the country’s most historic brands and brought them back into the national spotlight, leading to seven consecutive seasons of brand growth. We couldn’t be prouder to be their agency.
Now that’s #inspiringaction.