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Weight loss programs ramp up marketing, but carve unique messages to appeal to women.

Publication: Marketing to Women
Publication Date: 01-MAR-09 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
Whether the goal is to lose a few pounds or more than 100, the battle to lose weight is something the vast majority of women tackle at one time or another. As American women have increasingly been getting larger, weight loss programs have been ramping up their visibility. While the programs spotlighted by MTW on page three share many similarities, including a focus on cost-savings, each emphasizes distinct messaging:

* Atkins' print-heavy campaign is re-branding the famed meat-favored diet plan.

* Jenny Craig attracts women by tapping into celebrity appeal.

* NutriSystem focuses on...

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