Weight loss is about gaining
As we explored the true motivation for losing weight with consumers, we realized it wasn’t about fitting into a smaller dress size or looking good for a high school reunion. Ultimately, losing weight is about gaining – the ability to be active, self-confident, happy. Losing weight allows you to become the person you want to be, an idea reflected through the “Become Yourself” tagline we created. Armed with this insight and new platform, we developed a revolutionary campaign that steers clear of celebrities and classic “before/after” imagery and captures the emotional weight loss journey through the stories of real people.