SlimFast, after almost a decade in the shadows of the diet aisle, was ready to make a comeback. A lot has changed in the world of food and nutrition since the brand's launch in 1977. But some insights are timeless: SlimFast's grab-able, pack-able, ready-to-drink approach to weight loss remained entirely relevant for a population as on-the-go as ever.
We set out to make SlimFast the brand that got it.
Life moves fast. We get it.
Ain't no one has time to cook 3 nutritious meals a day. We get it.
Your best friend's wedding snuck up on you and now that bridesmaid dress's zipper is a little too tight. We get it.
We created micro-content and longer form video that captured all sides of dieting. The time saving hacks. The ways to mix it up. The motivation. The emotional roller coasters. The moments of victory. We get it. All of it.
Social Content
COPY: Craving a bowl of cereal? Just add milk to your favorite SlimFast snack.
COPY: On the SlimFast plan, you get to eat 6 times a day—so there's no going hungry between meals!
COPY: February’s #ReasonsToLose: To zip into a little something…a little more comfortably.
COPY: Save time by making a week's worth of smoothie cubes you can re-blend for breakfast in seconds!
COPY: Destination wedding in the cards? Use it as motivation to send the extra pounds packing. RSVP "Yes" to a slimmer you!
Brand Ambassador Content
SlimFast works closely with Brand Ambassadors who have successfully lost weight on SlimFast. Up until now, these ambassadors acted as little more than happy figures dancing on a seamless in the brand's TV spots. But we sat the ambassadors down to tell their full stories, and used the interview content we captured to create emotionally relatable content that would resonate on social.
COPY: Wardrobe refresh season! Get ready to love what you see in the dressing room mirror.