Designed by Blue Marlin, United Kingdom.
Blue Marlin designs new beacon-brand look for Weight Watchers® Foods – the UK’s 8th biggest grocery brand
Weight Watchers, the UK’s leading weight loss organisation and the market leader in the Low Calorie food and drink category, has been given a vibrant and appetising new look by integrated brand design specialists Blue Marlin. Set to be one of the biggest grocery relaunches of the year, the new design will make its debut this week nationwide.
The new design has been applied to the Weight Watchers UK Foods portfolio (excluding WWFH products), which includes over 250 packs across 40 categories, and is set to make a massive impact on shelf. A £2m advertising and marketing campaign to support the relaunch also kicks off this month.
The beautiful new look, featuring a gloriously eye-catching shade of blue, will help to position the brand to be a beacon within the Low Calorie category, helping consumers navigate the shelves with clear category and product signposting. The colour palette has been carefully configured to underpin Weight Watchers' authority and expertise as the leading weight loss organisation, as well as conveying the vitality and energy inherent in a brand that helps people feel gorgeous.
Research proves the new pack design has significantly more appeal across all consumer groups, makes it easier to find Weight Watchers products in-store, increases modernity and consumer relevance and consumers say they feel more positive towards Weight Watchers Foods. Chris Stirk, commercial director, Weight Watchers UK, says: “This is an exciting time for the brand, coupled with an ongoing programme of NPD and the success of the recent ProPoints® programme, the packaging refresh will play a significant role in showcasing the diversity of the Weight Watchers portfolio.”
Blue Marlin London creative director Simon Pendry remarks: “The redesign of Weight Watchers was a mammoth task involving a huge number of SKUs. It is a wonderful brand with great heritage and a really strong emotional context – food is so wrapped up with feelings of indulgence, nurture and pleasure. The new look reflects the brand’s ability to give people the freedom to enjoy delicious food while managing their weight. It’s light, bright and instantly recognisable.”
Weight Watchers is the number one brand within the £2.3bn Low Calorie category, with a total brand value of over £327m (Kantar). The Weight Watchers UK range is growing at an impressive 7% year-on-year and continues to spearhead growth within the Low Calorie category. This dynamic new livery will enable it to be even more successful.