Weight Watchers Brings In The New Year With A Bang!

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Lifestyle and weight loss company signs pop culture icon DJ Khaled as newest celebrity spokesperson.

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DJ Khaled and his son, Asahd.

Today, at my gym I saw multiple morning shows running what seemed like ‘infomercials’ for Weight Watchers with their CEO Mindy Grossman or DJ Khaled speaking about lifestyle modification and how the Weight Watchers lifestyle is such a positive step in your overall happiness. Give them an A+!

In the battle to captivate a massive audience looking for a “new you” in the New Year, Weight Watchers has absolutely dominated the marketplace with the signing of pop culture icon, DJ Khaled. On the heels of associating with Oprah Winfrey and watching their stock soar, the brand has been relentless when it comes to PR, marketing and successful celebrity ad campaigns.

Weight Watchers is truly redefining the health & wellness space. No longer is Weight Watchers just in competition with the Nutrisystems of the world, they are targeting the many consumers looking for a weight loss program but also other ways to make healthy lifestyle changes. DJ Khaled is many things to many people including a father, and he is someone that speaks to and influences a very diverse audience from 15-45 years old. Some know him from TV, music, videos and commercials, others see him as a spokesperson for social equality and the American dream.

Weight Watchers’ proactive collaborations with diverse celebrities has provided the company a significant boost in sales per their own reporting in 2017. Companies such as Nutrisystem, with aged spokesperson Marie Osmond, must upgrade their image as Ms. Osmond’s demographic surely has to be 55 years old and older. While Baby boomers do matter, millennials, Gen X and Gen Y’ers are where marketers are placing their bets long term.

CelebExperts CEO Evan Morgenstein concurs, “I see what Weight Watchers is doing and it is a palpable movement. Today, at my gym I saw multiple morning shows running what seemed like ‘infomercials’ for Weight Watchers with their CEO Mindy Grossman or DJ Khaled speaking about lifestyle modification and how the Weight Watchers lifestyle is such a positive step in your overall happiness. Give them an A+! They are the official lifestyle product of the New Year, 2018!”

The data speaking to the effectiveness of celebrity marketing campaigns is a mixed bag with most brands leaning toward some type of social media influencer instead. DJ Khaled is a hybrid, with over 15 million social media followers including nearly 9 million on every marketer’s favorite platform, Instagram. Time will tell if DJ Khaled can keep the momentum going for Weight Watchers after a successful boost from the signing of Oprah last year. Having said that, the brand’s differentiation coupled with their spot-on PR work will generate massive 1st quarter numbers. We’ll have to wait to see what happens in 3rd quarter to really judge the long-term benefit of this celebrity endorsement deal.

About CelebExperts

CelebExperts is a leading celebrity consulting and acquisition firm dedicated to demystifying the celebrity hiring process and finding creative solutions to effectively market your brand, leveraging the power of a celebrity. For more information on how your brand could utilize a celebrity talent as a spokesperson for upcoming marketing campaigns, please contact our team at evan(at)celebexperts(dot)com or give us a call at (919) 332-0584.

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Evan Morgenstein
CelebExperts
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