This is a very clever advertisement
from Weight Watchers directed towards overweighed people. The ad itself does not give any information besides the
name of the company, promoting the idea
of that all that it takes to change your body
is a single a step (enter the door would be call/write them asking for
information). I first saw it in a
Brazilian magazine written in Portuguese (the company is licensed in Brazil as
“Vigilantes do Peso”) and after a little research I found the picture written
in English but I am not sure in which media were published in the U.S. As in Brazil the ad was in a magazine usually
read by middle class business men and women, I can assume that these people
overwhelmed by stress, busy schedules
and with no time to take care of nutrition is their potential
target. A research showed Nutrisystem as
a primary competitor of Weight Watchers but differently from Nutrisystem, which
I am not familiar with, I saw people in
Brazil who attended to Weight Watchers (Vigilantes do Peso) and got incredible
results despite their high price.
The most interesting thing about the
campaign is that it leaves up to you when you will decide to make the change in
your body. You choose when to call or look for information. It communicates straight the main activities of
the company: you do not leave the program in the same shape you were when you
entered.
