Talking about localisation... In September 2018, the health and fitness company previously known as Weight Watchers changed its name to WW, accompanied by the new tagline “Wellness that works”. Founded in 1963, this change is part of the company’s evolution from a purely weight loss-focused brand to one that champions overall wellness.
The new name isn’t the only change. To further communicate its commitment to wellness – whether it be in terms of diet, lifestyle or self-care – the brand has also redesigned their app. In addition to the food tracker, WW has partnered with meditation and mindfulness company Headspace and fitness app Aaptiv to offer curated and personalised content to users.
In the current age of body positivity, WW’s new strategy could help secure its success in the future.
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