Weight Watchers: Turning Around a Four-Year Decline by Reading Between The Lies

This case study details how Weight Watchers, a weight loss assistance company, reversed category decline in the Australian market.

Weight Watchers: Turning Around a Four-Year Decline by Reading Between The Lies

Emily Field, Jennifer RhodesBMF

In weight loss the questions are simple – "Why are 2 in 3 Aussie adults overweight when solutions are everywhere?" – but the answers are complicated. There is no silver bullet. Whether you're a weight loss consumer or marketer, it's only after accepting this that you end the yo-yoing of short-termism.

Accordingly, this is a story about purpose and the subsequent reversal of a four-year loss.

It's also about learning how to listen with your eyes. And this, we hope, will open yours...

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