Weight Watchers
Reframing the Client Brief
About Weight Watchers
How does one take a generic creative brief from a client and translate it into something useful internally to help the client get good work from their marketing agency? This is the role of the strategist. On this project, my team mate, Melissa Nemic and I were doing a bootcamp at Miami Ad School Toronto to tackle this problem. Weight Watchers felt they wanted to target men with frozen food to onboard them into their program. But there was just one problem, WW didn't resonate. Yet.
ROLE
Deck Designer, Strategist
TIMELINE
2019
LOCATION
Toronto
challenge
We first evaluated the kinds of interests and heroes many professional men find inspiring. Then identified key facets of the mindset, character and aspirations. Though most men will never serve in the military, the most responsible are aware that historically they could be called to defend their homes in a crisis. As a result, many look to be at least slightly prepared. Even if it's looking to those with combat experience for insights on how to develop courage, discipline and tactical effectiveness which can apply to their own lives. We felt the packaging might speak to all of this somehow.
process
A competitive analysis of the existing packaging showed the product didn't stand out in the generic category. Nor did it appear especially healthy or premium. While the brand system itself would need a lot of work to 'be unburdened by what has been' , for our purposes—we can first simplify the creative problem to solving the package redesign. It needs to be better differentiated and to convey the intent of the company in a more engaging way.
Outcome
