Hasta La Creative!

“I’ve been living Atkins for years,” actor Rob Lowe says in new spots for Atkins Nutritionals, the brand’s boldest attempt yet to position itself as a lifestyle enhancer, not a line of diet foods.

Lowe, movie and TV viewers know, wasn’t in need of a diet. He’s never lost weight on the plan, which promotes eating foods that are low in carbs and sugars, and high in protein.

Atkins is hopeful Lowe will appeal to the tens of millions of people who Chief Marketing Officer Scott Parker calls “self-directed,” those trying to cut back on carbohydrates and sugar but who “don’t want to follow a very dogmatic program.”

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