The situation: Slimfast, a known heritage brand, was losing market share and interest by being known as an “old school shake” and “the shake your mom used to drink.” We needed to modernize the brand by meeting modern women where they spend time: online and on their phones.
The idea and execution: It still holds true that most women lie about the real reasons they want to lose weight. Often, health is a safe blanket statement, but it keeps women from having a true community where they can share and relate to other people’s genuine reasons. Knowing this, we created #slimfessions, a digital and mobile campaign centered on women sharing and being heard, building authenticity and relevance for the brand, and showing up unexpectedly. See below for more details on how this worked.
The results: The pitch won Unilever’s internal competition, transformed the brand’s audience, and secured an additional $1MM in funding for Slimfast through the work.
