Case Study: Weight Watchers Rebuilds Brand Relevance with Starfish Branding

Weight Watchers repositions its brand with Starfish in 15+ years of experience

Weight Watchers, a well-known company facing market share loss due to shifting consumer attitudes and new competitors, needed to reestablish its relevance around its new holistic program, Beyond The Scale. The challenge was to reorient its brand internally and externally around this new mindset. To address this, they partnered with the branding agency Starfish for services including branding, strategy, and customer journey development.

Starfish developed a new brand identity and marketing communications program centered on the idea "Me, Beyond the Scale," which focused on building member confidence. The solution featured real Weight Watchers members to authentically communicate the program's impact. While specific metrics are not provided in the text, Starfish successfully helped the customer capture the world's attention again by delivering a more relevant and meaningful brand experience.

Weight Watchers