Weight Watchers Rebrands To WW, Name-Slimming Backfires Into ‘Double U Double U’
By Mikelle Leow, 25 Sep 2018
Video screenshots via WW
After 55 years, diet membership brand Weight Watchers has shed its hefty ideals to better fit today’s standards of health. The new creative direction includes an overhaul of its logo, a renaming to just ‘WW’ and a revamp of the company’s entire product line.
A new slogan, “Wellness that Works,” stresses that the brand is no longer attempting to make customers appear slim. Rather, it hopes to help them look and feel healthy.
Along with a switch in brand identity, WW is introducing a new program named ‘WellnessWins’ that focuses on nurturing “small, everyday behaviors” for more wholesome lifestyles. Additionally, it plans to unveil a new line of food products that are free of artificial flavors, sweeteners, colorings, and preservatives.
The rebrand comes at a time when diet-suppressing lollipops and unrealistic clothing sizes are heavily frowned upon.
Naturally, WW’s redirection has been applauded by wellness-loving folks, but it might take awhile before others get used to the change.
Most evidently, internet users are poking fun at the added inconvenience of pronouncing the new name, as well as the irony of it sounding like, “double you, double you.”
“Just make sure the new name takes longer to say than [the] old one [and] has no meaning,” joked Daniel Nolan, Managing Director of content marketing firm theEword.
“Just heard on the radio how Weight Watchers are having a rebrand and their new logo is WW. Say this out loud and it says, ‘double U double U.’ Surely they should [promise] to half you, [and] not double you?” pondered Twitter user Diana Mahon.
Check out some notable responses to the rebrand below.
A huge day for this legacy brand and their turnaround. Weight Watchers to become WW as focus shifts to overall wellness https://t.co/UZIawfaWih— Lauren Berson (@LaurenBerson) September 24, 2018
As a person who suffered from anorexia for nearly a decade, this is HUGE. I remember so many of my aunts dieting on Weight Watchers, talking about points & how they were still hungry after a meal. Their obsession with numbers & restriction only fueled me. #wellness all the way! https://t.co/ucyhSbMn2b— BeckyFineFiresheets (@TheBPRS) September 24, 2018
"Guys, let's rebrand!"— Daniel Nolan (@iamdanielnolan) September 24, 2018
"Cool, what should we do?"
"No idea. Just make sure the new name takes longer to say than our old one, has no meaning, and that we don't brief our chief exec on how to talk about it."
Absolute mic drop from Weight Watchers here. https://t.co/quVCSLK52I
Just heard on the radio how Weight Watchers are having a rebrand and their new logo is WW. Say this out loud and it says ‘double u double u’ .. surely they should promising to half you not double you ??? #weightwatchers— Diana Mahon (@dianamahon) September 24, 2018
Weight Watchers, shortening their name from three syllables to six https://t.co/PASrqipqiP— Oliver Burkeman (@oliverburkeman) September 24, 2018
Weight Watchers just "rebranded" and are naming themselves WW.— Dane Cook (@DaneCook) September 24, 2018
I too am rebranding... from here on out I am simply DC.
Weight Watchers: We are changing our name to WW— Noah Kinsey (@thenoahkinsey) September 24, 2018
Me: Are you also gonna change the point system to something that empowers people to understand nutrition instead of making them stay dependent on you & your fuzzy math for fear of leaving & gaining all the weight back?
WW: LOL no.
Not only is “WW” more syllables than “Weight Watchers” I’m not sure “double you, double you” is the right slimmed down message. #weightwatchers— David Bottomley (@Yelmottob) September 24, 2018
Weight Watchers have a new slimed down logo. Curious if the negative space is intended to show 2 down arrows for ‘weight loss’ or maybe I’m just thinking too hard? 😂 https://t.co/kr2FHJ278c @BBCBreaking @WeightWatchers @ucllc pic.twitter.com/3BcJGkofPQ— Logo Geek (@Logo_Geek) September 24, 2018
[via The Drum, video and cover image via WW]
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