ProPoints launch
The ProPoints Plan sees a radical change to the POINTS® system that made Weight Watchers famous. Based on the latest scientific research, the new formulation now rates foods on four key nutrients – carbohydrates, protein, fibre and fat. For the first time in weight management history, kilojoule counting has become obsolete.
The Weight Watchers ProPoints Plan TV campaign created by BMF builds upon 2010’s successful ‘Approved by Life®’ brand platform. Two announcement style spots use the same illustrative ‘life line’ but this year introduce a mix of real life objects and stop frame animation.
The campaign launched on 2 January 2010 with 30” and 15” national TV spots and will be supported by direct mail and digital, as well as a strong PR schedule utilising blogs and a well-established online community of current members.