Ad of the Day: SlimFast channels its ’80s roots
The popular weight-loss brand indulges in nostalgia while promoting its future-focused keto and intermittent fasting products.
SlimFast, the weight management brand, is taking a look back at how it has evolved over the course of its nearly five-decade history in a playful new campaign.
In one of the new spots, viewers see a woman travel back in time, where she intervenes in a SlimFast ad from the ’80s to explain how the brand’s products have transformed. Now SlimFast offers creamy shakes in a range of decadent flavors, and is designed to fit seamlessly into modern lifestyles and wellness trends such as keto diets and intermittent fasting. “Is this a peanut butter cup?” asks the woman from the ’80s incredulously. “Welcome to the future,” our modern protagonist retorts.
The brand has in recent years invested big bucks in modernizing, which has involved expanding its product lines and brand strategy to speak to contemporary consumers. Within the last two years, SlimFast has debuted new lines of meal-replacement snacks and shakes designed specifically for keto dieters and intermittent fasters.
The new campaign – part of the brand’s ‘Deliciously Doable’ messaging platform – promotes SlimFast’s entire product suite, from its original blend to these newer offerings.
With two new spots – each of which has been cut into 10-, 15- and 30-second versions – the new campaign will run across TV, streaming, social and digital. It represents the brand’s first commercial work with SRG, a boutique Boulder, Colorado-based ad agency.
For more, sign up for The Drum’s daily US newsletter here.
Advertisement