Unilever’s Slim.Fast, the UK’s leading weight loss brand, is launching an integrated campaign to increase awareness about its improved product range and encourage dieters to lose weight using the New Slim-Fast 3.2.1 Plan
The plan is based on three snacks, two shakes and one sensible meal a day. Digital and direct agency, Tullo Marshall Warren, has developed the digital side of the campaign, based around a brand new site and eCRM programme.
Slim.Fast will target yo-yo dieters, typically women aged 25-40, who struggle with willpower. They find it difficult to change their lifestyle on a long-term basis, but want to lose weight and probably have a short-term goal in mind – either a holiday, a work event or a special birthday coming up.
To stay on track, they need something structured which they can follow and the Slim-Fast 3.2.1 Plan is simple and easy – allowing people to eat six times a day and still lose weight!
TMW, part of the Creston Group of companies, has developed the site around the reasons why people want to lose weight. After registering, people can start the plan by entering their weight loss ‘trigger’, personal details and food preferences, and then receive a personal plan, especially for them, counting down to their event or dieting milestone.
This dovetails neatly with the ATL campaign, which runs headlines such as “Because you can’t wear a snowsuit in the pool” and “Because your cousin invited your ex to her wedding”. TMW has developed a ‘healthy’ look and feel for the site, using vibrant imagery to communicates the message of the new Slim-Fast 3.2.1 Plan and featuring aspirational pictures of happy looking dieters and tasty food – in other words, your lifestyle won’t suffer because of your diet. The tone of voice is informative and encouraging in a friendly and approachable manner.
The content has been developed to fulfill the core consumer needs for information, inspiration, reassurance and support. The site features all the technical information people might want to know about the product range and healthy living. Dieters can also gain access to the online community and join forums to discuss subject areas that appeal to them, set up diet buddies as well as share and read success stories. It also features delicious recipes for them to cook at home.
In addition, consumers who register on the Slim-Fast website will be able to enjoy an online magazine which brings together dieting content from across the web, filtered for subject matter based on their personal preferences – e.g. healthy eating or fitness. They will receive ongoing communication, in various frequencies, depending on how much support they want, to help keep healthy eating front of mind and maintain good habits.
For more information visit www.tmw.co.uk and www.creston.com Media contacts: Lorna Webley at Loudmouth PR. Tel: 01494 472226 Susan Perolls at Loudmouth PR. Tel: 0207 981 9858
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