Copy of Weight Watchers "True Year's Day" newspaper ad
(997k, format)
In papers January 29
Weight Watches coins "True Year's Day" in this newspaper ad that calls on readers to use Feb 1 reinvigorate their weight-loss goals.
Weight Watches launches a new Call to Action campaign that targets audiences looking to lose weight in the New Year but have relapsed on their goals.
Speaking empathically to readers, the advertisement identifies with their well-meaning but short lived resolutions; however on the goal of weight loss, it imbibes readers with a sense of hope, calling on them to try again on “True Year’s” day (February 1).
The Call to Action message is accompanied by a strong retail offer, which acts as an incentive for readers to pursue the communication further.
The campaign launched with press, and will be extended via social media / online activity, direct marketing and PR. This ad ran across multiple markets in Sunday metropolitan newspapers.
Check out our Creative Benchmarking research into the Health & Cosmetics category, which shows how consumers engage with and act on newspaper advertising.
Also, download our 2011 Retail Report which demonstrates why newspapers drive Call to Action for retailers. It features the Action Map, a proprietary newspaper measure which identifies the form of action a newspaper ad is likely to generate.
January 2012
