WW banks on the Oprah effect in new campaign
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WW is hoping for an Oprah Winfrey boost, featuring the media mogul in its new campaign as it tries to recover from a weak start to the year.
The “It Works” campaign features Winfrey video chatting with other WW members to congratulate them on their weight loss. It debuts a month after the company predicted revenue and profit would fall in 2019 after a weak start to the year.
WW, which changed its name from Weight Watchers last year, previously said it would feature Winfrey in a central role in marketing after a prior campaign that relied less on her wasn’t a hit. That campaign, which debuted in December, “did not recruit as expected,” President and CEO Mindy Grossman said in a statement in late February. Ads featured actress Kate Hudson in the United States and singer Robbie Williams in Europe and other markets, plus showcased non-star members, including in ads voiced by Winfrey.
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