Weight Watchers is taking its biggest step yet to alter people’s perceptions about the brand: It’s changing its name.The company announced Monday that it’s now called WWwhich it says pays homage to the brand’s heritage (it was founded 55 years ago by Jean Nidetech as a weight-loss company) but shifts the focus from dieting to wellness. Its new tagline: “Wellness that Works.”People no longer need a weight loss goal to join up, for one. And starting Oct. 4, the company’s app will be updated: A new program, WellnessWins (there’s that double W again), will reward WW members for things like tracking their meals and attending wellness workshops; the FitPoints algorithm will be more personalized and encourage high-intensity and strength-training exercises; and new groups are being added for people with common interests (think: vegetarians, new moms, yoga fans). WW is also partnering with meditation app company Headspace on customized content that comes out later this fall (first in English only, and later German and French).
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