Celebrity spokespeople have long been the bread and low-fat-butter-substitute of weight loss brands like Jenny Craig and Weight Watchers. But this week the former announced its plans to move away from soap opera shills in favor of ads detailing the real-world products and services that its members actually pay for.
Donny Deutsch of Deutsch Inc. told Today that this change occurred because stars are simply “less credible” than friends and neighbors when it comes to weight loss. In fact, he says that celebrity spokespeople have grown less valuable to brands in all industries as our culture moves away from the era of the “household name” megastar.
Is that true? Here’s a spot illustrating Jenny Craig’s new approach:
Will a just-the-facts strategy work? Should brands in other industries follow suit? Or was this just a case of Jennifer Hudson being more likable than Mariah Carey?