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Earlier this year, DJ Khaled turned heads by joining Weight Watchers and losing 26 pounds. But when he spoke on page six of the New York Post, he was adamant about the wording of his accomplishment. Do not call him losing weight, he warned, "I got rid of. I do not lose, "said the interpreter and the performer. "All I do is win, you know what I mean."
It turns out that Mr. Khaled is not the only one who has been particularly interested in the terminology surrounding weight loss. Today, Weight Watchers has announced that it is no longer Weight Watchers. From that moment, the famous weight loss program will simply be WW.
A new slogan entitled "Well-being that works" accompanies this lightened nickname.
"We are putting our decades of knowledge and expertise in behavioral science at the service of an even bigger mission," said CEO Mindy Grossman. "We become the global partner for well-being. Whatever your goal – to lose weight, eat healthier, move more, develop a positive state of mind or all the above – we will provide science-based solutions for people's lives.
The name change is accompanied by a new brand identity (logo, color scheme, fonts, etc.), associated with a series of concordant initiatives that facilitate the change of mentality.
For example, WW is associated with the Headspace Meditation app, which will develop custom content for WW members. A new program called Connect Groups will help members "foster meaningful relationships that inspire healthy habits." WW has also launched a new awards program called WellnessWins, through which members can win exclusive products, services and experiences. "
The change of nomenclature comes at a crucial moment for the company and its segment. Not only have newcomers such as SoulCycle and Peloton brought a new approach to weight loss and healthy living, but WW is now a 55-year-old brand. Jean Nidetch, a housewife from Queens, New York, founded the company in 1963 after a friend took her 214-pound image to indicate she was was pregnant In the years that followed, WWW became an extremely effective weight loss program, using a points system to help members evaluate their diet while highlighting the value of the activity and the encouragement of group to maintain a healthy lifestyle.
But more recently, the post-war notions of dieting and weight loss, at any cost, have lost ground in favor of a more complete physical and philosophical approach. In 2016, Weight Watchers magazine published an article in which actual members posed essentially or entirely nudity, a very visible effort that announced a change in philosophical approach to society by stating that
For these reasons, among others, said Allen Adamson, branding consultant and founder of Metaforce, this new brand image is at the right time. "It's a wise choice," he said. "Weight Watchers has luggage, one is an older brand, and it's your mother's way of losing weight. Second, it focuses on the negative, which is why no one wants to be seen with a Weight Watchers bag in town. The product was good, but the brand was a return to the 1970s. "
At the same time, the change of identity is not without risks. When Kentucky Fried Chicken was renamed KFC in 1991, it lost a valuable name recognition that had been carefully constructed since 1952. A similar dynamic exists here. "They are moving away from huge brand equity," said Adamson. "But the WW mark gives them a chance for a fresh start and to try to be more contemporary."
Just like DJ Khaled, who, judging by his latest photos on Instagram, still looks very slender.
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