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 WeightWatchers.com 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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