WeightWatchers starts the New Year with self-love in ‘Returns’
WeightWatchers proposes a new way to lose weight in 2023, sans the self-hate and restriction.
WeightWatchers' encourages consumers to 'Return' their holiday guilt in 2023 / Credit: WeightWatchers
Many people will be at the mall to return unwanted gifts on December 26. While they're at it, WeightWatchers wants them to also return their holiday guilt in exchange for self-love in 2023.
The ‘Returns’ campaign comprises three spots, each developed by Ryan Reynolds’ creative agency Maximum Effort. The trio offers a fresh spin on the ever-so-common New Year’s weight loss resolution: be kind to yourself and never cut out desired foods on your weight loss journey.
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“This campaign is the first of many brand acts where we will be showing up in new and unexpected ways, all while remaining true to our brand heritage,“ says Amanda Tolleson, chief marketing officer at WeightWatchers. “[It] evokes a simple, yet provocative belief that has been at the heart of this brand for six decades and is also a truth worth celebrating: you can eat what you love, and still lose weight. Our hope is that our target consumer feels seen, celebrated and inspired.”
The ads will run on broadcast, social and digital.
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