We saw a way to go from "Berating Consumers" to "Relating to Consumers".
  • Challenge: Weight loss advertising was a chastising franchise where brands' images are largely suspicious, irritating or negative. Dexatrim's brand image was especially prone to that.
  • Strategy: Instead of pointing a finger at the consumer and their waist-line, identify the real culprit of obesity.
  • Big Idea: Portion Distortion.
  • Result: Dexatrim established themselves as an understanding advocate. Sales hit an all time high. The campaign ran for three years... a record run for weight loss.