OUR CHALLENGE
eDiets, the world’s leading online dieting brand was losing share rapidly to offline competitors such as Weight Watchers as well as meal delivery giants like NutriSystem. They needed a more compelling brand positioning and a new campaign to drive increased ROI, turn around cash flows and drive profitability. They retained Barker DZP after a review.

THE SOLUTION
The agency’s competitive analysis revealed that the entire weight loss industry was essentially undifferentiated; nearly every brand offered the same proposition of losing X pounds in Y weeks. There was a real opportunity to offer something more compelling; it was time to zag when everyone else was zigging. Our insight? That losing weight is not what the consumer actually wants—in fact, many would be perfectly happy to eat Haagen Dazs 24/7. What people really want is to feel better about themselves. They want to feel confident at their daughter’s wedding. They want to start dating again. They want to lessen the complications of diabetes. They want to fit into those jeans again. Losing weight is merely the means to an end.

Barker DZP relaunched eDiets under the new brand positioning line, “A Whole New You,” promising not merely weight loss, but the realization of that person you know you can be. Media included TV, print and digital.

THE RESULTS
Sales increased by 26% vs YAG, reversing nearly two years of decline. Customer Value further increased behind jumps in the ancillary sale of vitamins and exercise equipment. And subscription churn dropped to an all time low as customers stuck with the programs longer. “A Whole New You” gave eDiets a powerful new platform for double digit growth, despite larger competitors and decreasing Share of Voice.