Weight Watchers calls on Oprah Winfrey to help sell wellness after name change to WW left people confused
WW what? Weight Watchers is scrambling to clarify its new name, WW, and mission after a poorly executed rebranding campaign left consumers confused and membership numbers tanking. The 55-year-old company started using the shorter name last year in an attempt to embrace wellness — a buzzy but vague term intended to promote a healthier lifestyle that would attract and retain customers long after they achieved their target weight. The message fell flat with consumers.
While Winfrey is a powerful asset, the company's reliance on her celebrity status also presents a risk."One of the bear criticisms for the stock is that Oprah is the whole reason for the company's success," Bolton Weiser said.
"I think they need to truly reintroduce what this is," Nagel said."I'm not a branding expert, so take it for what it's worth, but they have to find balance between not disenfranchising historical customers and appealing to new customers." Part of Weight Watchers' new strategy includes keeping members longer, even as the company struggled to recruit new members. Grossman said retention continues to track at"well over nine months.
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