eDiets
Positioning
The weight loss business had become more competitive, and eDiets.com was losing share. Since there was little differentiation between major brands, Barker DZP saw an opportunity to set eDiets apart with a stronger set of benefits.
The resulting line, “A Whole New You,” transcends the concept of weight loss to give people what they really want, which is the life they can lead without the weight.
The re-positioning also allowed eDiets.com to sell additional products, such as vitamins and exercise equipment. In all, sales increased 17% vs YAG.