WEIGHT-LOSS BRANDS ARE USING MALE CELEBS TO TOUT LIFESTYLE CHANGES.
Diets: They’re not just for gals anymore! And by the way, it’s not a diet. It’s a lifestyle.
There are major changes afoot in the weight-loss industry, with many marketers focusing on health and wellness, rather than calories, scales, inches and tape measures.
And two powerful brands, Atkins and Weight Watchers, have recently taken the unusual, stereotype-busting step of hiring men as spokescelebs.
The preternaturally youthful Rob Lowe will spend 2018 as the face of the Atkins’ “Life Well Lived” campaign, and recording artist-producer DJ Khaled has become Weight Watchers’ first social media ambassador.
While marketing execs don’t expect the infamous before-and-after-style ads or fat shaming to disappear entirely, they say tactics have evolved to become more inclusive and realistic.
This story is from the January 15, 2018 edition of ADWEEK.
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This story is from the January 15, 2018 edition of ADWEEK.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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