Thank You, Jenny Craig, for Limiting Celebrity Endorsements From Now On
Weight loss is big business. In the past twenty years I have tried a multitude of diet plans; some on my own and others through a structured plan. The desire to lose weight and look and feel better is something that lurks in the corner of my mind on a daily basis. The diet industry is filled with celebrities who claim that they have changed their lives by signing up for a particular diet and dropping unwanted pounds. Quick weight loss is promoted and of course, curvy, sexy celebrities try to convince the consumer that anyone can look like them if they simply “call now”. And while I have tried the prepackaged food diet, I have never ended up looking like the celebrity who represented the company.
Weight loss company Jenny Craig has announced that going forward, they plan to limit their number of celebrity endorsements. They are introducing a new animated ad campaign that will be taking the spotlight from celebrities and shifting their focus to their pre-packaged food, one-on-one customer service and a healthier lifestyle instead.
A smart move in my opinion. With so many famous faces representing diet campaigns, it can be difficult to connect to a specific one. Ace-Metrix, a syndicated ad testing specialist company claims that celebrities are probably pocketing more profit for their endorsement than the company selling the weight loss program. "Celebrities can be very polarizing," explains Peter Daboll, CEO of Ace Metrix. So, if half the consumers love the celeb in a spot - and half hate the star, he says, "you're cutting off half of your potential audience."
For real folks like me, (who actually paid nearly $900 for three months of Nutri-System) the need to lose a lot of weight versus the cost it will take to get there can quite often be a deterrent. Throw in a celebrity that I may not like or be able to relate to and it’s doubtful that I will purchase the program.
Personalized customer service is difficult to find in today’s digital society. If Jenny Craig can pull this off and provide the personal service to assist customers in reaching their weight loss goals, then I believe they will increase their profits. I also believe that using regular people to share their success stories and including tips in their commercials and online ads will be beneficial to their bottom line…and dieters’ “bottom lines”! Having before and after shots of their non-celebrity customers who are actually using a product and achieving their weight loss goals will bring an element of reality and success to the consumer. I would much rather see a “real” person share their story than some over paid celebrity telling me how easy it is to lose the weight. Daboll, cost conscious CEO at Ace Metrix, says this new idea has a shot at working - if only because it's not just another overweight celebrity bragging about losing some tonnage. "I'd suggest it's a smart move” suggests Daboll. I happen to agree.