If You Don’t Like Diets, Change the Name and Brand
In the diet world, the words are changing. According to AdWeek, you may not be on a diet as much as you are on a lifestyle change. It may be that the internet has killed the before-and-after photos (fake advertising). It also may be that we are weary of the same old, same old in dieting. But the idea of dieting is so 1980s; so, time to freshen the brand.
In this age of authenticity and realism, a new dieting message is evolving that is more inclusive and realistic. To rebrand, you may not need to change the product, but you definitely need to change the messaging. And in the case of diets, the change is starting with a fundamental shift in focus. Some, Weight Watchers and Atkins, are even starting to use men in ads to show this is not just a women’s issue and changing the focus less on fitting into clothing and more about being healthy and strong.
Weight Watchers decided to sign a very robust DJ Khaled with his 16 million social media followers to promote this new ideal goal-oriented approach. Khaled doesn’t want to lose a specific amount of weight, but rather get healthier for his young child. The holistic view movement in the diet world is for less body shaming and more empowerment.
Even storied Coca-Cola, with Diet Coke, is adding a slimmer can, updating the logo and offering new flavors. It’s a 35-year-old refreshment in need of refreshing.
If your brand is like one of those tired houses on HGTV, it’s time to remodel, renew and rebrand. New thinking, new philosophies and new looks are causing even fundamental brands to look toward the future and move forward.