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Special K Rethinks Jeans Shopping With a Smart and Inspirational Marketing Campaign

Recently, a new (to me) commercial for Special K caught my eye. The commercial shows a number of different women entering a department store called “Rethink Your Jeans.” As they browse the racks looking for jeans to try on, they notice that there aren’t any sizes marked on the labels. A woman who works at the store emerges asking if she can measure a female shopper. As she wraps the measuring tape around the shopper’s waist she remarks “you are radiant.” There’s a shot of women’s feet under the doors in the dressing room exclaiming things like “I’m size strong” and “I like that size!”. Another woman adds, “Not seeing the number is so freeing!”

Simple text is shown on a white background reading “Let’s rethink what defines us” while a woman’s voice says, “To feel amazing, I think that’s what makes a woman beautiful.”

special k more than a number

I’ll be honest here. I’m not really a fan of Special K’s products and haven’t purchased any in recent memory. However, I really dig this commercial and its message. It might come off as a little cliche and cheesy but it resonates with me. Apparently the sizes written on clothing labels in certain stores are proportionately smaller than they really are in order to “flatter” the buyers. As someone who will avoid buying jeans one size larger because I don’t want to have to buy that next size up (even if they would be much more comfortable!) I know just how much power that number can hold over our minds. I know that clothes shopping would definitely be a more positive experience if the sizes on the labels were replaced with words like “inspiring” and “strong.”
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Atkins Diet to Resurface with a New Approach to the Same Low Carb Plan

When you hear Atkins, you probably immediately think “low-carb diet.” Most of us recall that name being synonymous with the fad of high-protein diets in the early 2000s. Now, the Atkins brand is resurfacing with a refreshed image and an attempt to break free of its previously held stereotypes.

A recent article in Advertising Age discussed the shifts in power at the diet food company and spoke with the current Chief Marketing Officer, Scott Parker. In addition to offering free online tools and selling Atkins brand foods in the grocery stores, Atkins is working to rework their image. Parker told Advertising Age that the company went off track several years ago and many lost sight of what the plan was really about.

atkins

“The diet fundamentally teaches you to eat a balanced menu, it never did tell you to eat nothing but bacon and eggs,” he said. “But that is what word-of-mouth became and people literally were doing their own makeshift diet and they didn’t have a very good experience because they didn’t do it correctly.”

They’ll be working hard to get their name out there, as the report stated Atkins Nutritionals, which did not return comment in time for publication, will be increasing their spending by 50 percent this year. This rebranding will take place as many similar diets have really hit the mainstream and one can assume Atkins wants to get a piece of that consumer pie.
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Octavia Spencer Sues Sensa for $700,000 After Sponsorship Goes Sour

The proverbial chocolate pie is hitting Sensa in the face, magic diet sprinkles and all. Octavia Spencer, the actress who won an Oscar for her performance in “The Help,” is suing the weight loss company Sensa for alleged fraud and breach of contract. Sensa markets tiny crystals called “tastants,” designed to be sprinkled on all types of food with the intention of making the eater feel fuller faster, thus eating less. It’s supposed to be automatic portion control, and when Spencer lost five pounds on the stuff last August, a $1.25 million sponsorship deal quickly materialized, tastants fall as they may.

But as with all sponsorships, marketing campaigns hinge on a fickle balance of popularity and exposure, and Sensa decided Spencer wasn’t exactly a trending topic. The company wasn’t pleased with the lackluster social media response generated by Spencer’s dimming star, and began to find a way out of the contract.
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Retrofit Announces a New Half-Price Advisor Program, Debuts New Commercial

The word retrofit means to add new technology or features to older systems, and the weight loss company of the same name has done exactly that. With the use of state of the art fitness monitoring technology and a team of wellness experts offering hands on instruction to clients, Retrofit has experienced a 90 percent success rate and revolutionized the way people lose weight. There’s just one problem, it costs a lot of money to provide high tech gadgets and 24/7 client support, so Retrofit’s 12-month package hovered around the $3,000 range. In an effort to reach a broader audience, and make it less cost prohibitive for the people who need Retrofit most, the company recently announced a new, more affordable product – Retrofit Advisor.

Retrofit Advisor will feature the same successful products and services as the premium packages, but will cost half as much. Retrofit’s two high tier packages guarantee a 10 percent weight loss and a 15 percent weight loss, respectively. With the Advisor, there is no guarantee, and clients are assigned one weight loss advisor as opposed to three weight loss experts.
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Melissa Joan Hart Reveals 30-Pound Weight Loss in New Nutrisystem Commercial

In the ’90s, Melissa Joan Hart explained how to balance the ups and downs of being a teenager. Now, as Nutrisystem’s newest brand ambassador, she’s ready to share how the meal delivery weight loss system helped her lose 30 pounds. The actor and mother of three is the star of Nutrisystem’s most recent commercials, and discusses how the weight loss system worked for her.

melissa-joan-hart-before-after

When she assumed her role as brand ambassador, Hart talked about how Nutrisystem had been working for her already.

“The program is really delivering results for me and I look forward to long term success, staying motivated and helping others at the same time.”

She certainly has experienced great success on the program, which she started after the birth of her third son. In a press release, Hart said, “I had heard rave reviews about Nutrisystem. My sister-in-law had great success with it and I decided that I had to try the program out for myself. It’s easy and fits in perfectly with my busy life. I get to eat all the foods I love like pasta, burgers, chocolate and ice cream. Who knew that losing the weight and getting back into shape could taste so good!”


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