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Posts Tagged ‘Jessica Simpson’

Weight Watchers Rebrands Spokesperson Jessica Simpson

Not pregnant.Here’s an interesting takeaway from FishbowlNY regular Diane Clehane‘s latest Lunch column: rather than dropping Jessica Simpson after she complicated her contract by getting pregnant again, Weight Watchers has used the opportunity to create a new role for her and a new campaign to go along with it.

Seems like they didn’t get the message about letting “less credible” celebrity spokespeople go.

Media VP Andy Amill gave Clehane some details on their lunch date. First he said “Jennifer [Hudson] has been ‘amazing’ for the company” and that she “helped bring in…record traffic to in the past year”, but we already knew that. Here’s the key development:

…now that she’s had her second child, she’ll be back, relaunched as Weight Watcher spokesperson. She will head up the company’s first-ever “Mom’s Initiative,” (that’s the not the official title, which is still being worked on, but you get the picture) targeting all those mummies who want to look yummy again. Clearly, Jessica’s struggles with post-pregnancy weight loss will resonate with plenty of mothers young and old as well as People and Us Weekly readers who have been following her every move forever.

Quite the savvy move turning a spokesperson’s unexpected pregnancy into a new marketing initiative. Of course, the fact that Simpson remains a fixture in the more respectable tabloids makes for an incredibly easy pitch. That’s a lot of earned media with very little effort.

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Should Weight Watchers Drop Jessica Simpson?

Weight Watchers Jessica SimpsonWe would love to claim ignorance on this story, but we recently became aware of the fact that one Jessica Simpson now finds herself pregnant for the second time…right in the middle of her big-bucks contract with Weight Watchers.

The problem: Her contract stipulated that she lose all of her “baby weight” in order to highlight the effectiveness of the Weight Watchers program—and she only had time to make one “look at me now” commercial before her second pregnancy put the brakes on all other promo opportunities.

We have less than zero interest in discussing Simpson’s personal life, but back in September we wondered whether Weight Watchers would regret hiring her despite all the tabloid attention. Our next question, from a marketing perspective: should the company just give up and find a new spokesperson? As we see it, they have only two other options:

  1. Claim that Simpson completed her program before getting pregnant (and accept the fact that she can no longer make Weight Watchers commercials)
  2. Wait nine months and do the whole thing all over again.

Neither of those are particularly appealing for the business. Weight Watchers’ PR manager commented on the story by saying:

“Any questions related to Jessica’s personal life can only be answered by her team. We do not disclose financial details about our relationships with any of our ambassadors.”

Translation: We’re pissed. So what’s the best way for brands to deal with celebrity sponsors who veer off script?

Could Jessica Simpson Hurt Weight Watchers?

Jessica Simpson seemed like a perfect spokeswoman for Weight Watchers. The always-curvy singer/actress/whatever was once a huge media star, but her recent public profile has amounted to a series of embarrassing stories about dramatic weight gain caused by a certain physical complication known as being pregnant.

Simpson provides a perfect example of the pleasure tabloid culture takes in eating its own, and a “comeback” would create a whole lot of press for the world’s biggest weight-loss brand. Jennifer Hudson was a runaway success, so why not Jessica?

Things aren’t going as well as the company had hoped, though—their spokeswoman made some public statements that don’t really do Weight Watchers any favors, saying that there’s been “a lot of pressure” for her to lose weight but that she’s “not hitting the gym for Weight Watchers.” Also: she “didn’t realize [the weight] didn’t all come off with the baby.”

But Weight Watchers is sticking with her. Their latest video has received quite a bit of attention for some reason:

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Katy Perry Signs Endorsement Deal With Proactiv


Pop singer Katy Perry is joining a group that includes Jennifer Love Hewitt, Jessica Simpson and Mandy Moore.

What do they have in common? They’ve all endorsed Proactiv acne products.

Perry will “appear in television spots and online marketing campaigns sharing her personal experience fighting acne,” according to the official announcement.

Direct marketing company Guthy-Renker has been shooting the Proactiv campaigns for almost 15 years and will continue to do so with Perry.