The biggest issue facing SlimFast is that it's perceived as your momma's weight loss brand. It does have a few good things going for it.: it's a well-known brand in the weight loss category, it tastes great, and it's unlike any other weight loss brand out there. This is not a frozen meal you need to take with you to the office. It's not requiring you to get on a scale in a room full of strangers. It has the flexibility – between the shakes, powders, meal and snack bars – to let you lose weight the way you want to. It's your thing.
People made it their thing too. First week after launch saw a 22% increase in unit sales.
Role: Senior Art Director