Get low-confidence and quick fix diet-plan
women to try a new way with SlimFast.
KEY BARRIER & COMPARISON
Key Barrier: New products and quick fixes
rarely work for them, based on their experience,
so they need to see personal relevance.
Key Comparison: Today’s Instagram-able lifestyles,
where celebrating and sharing success with friends and peers online is second nature.
THE CREATIVE IDEA
SlimFast. Works For Me.
SlimFast is a sassy and on-your-side partner for women to have a new start with,
and to share their success with others: Works For Me.
Kimberly Walsh showed women how SlimFast could help them meet their goals,
and encouraged them to share their stories with each other.
Through a mass sampling programme, TV, outdoor and print advertising, we raised
awareness of SlimFast – how tasty it is as well as how it’s working for real women.
A 22% year-on-year sales uplift during the campaign period
78% of women surveyed say they now feel warmer towards the SlimFast brand
And 65% say they are more likely to buy it as a result of the advertising