Why You Won’t See Mariah Carey in Jenny Craig Ads Anymore http://bit.ly/14nXq5u
After Leesa Eichberger took the chief marketing job for Jenny Craig a few months ago, she got a similar response from people when sharing the news: “Oh, I love Jennifer Hudson.”
There was one problem. Ms. Hudson stars for Weight Watchers, not Jenny Craig. For Ms. Eichberger, the confusion symbolized the problem plaguing weight-management advertising. “The category just has a sea of same,” she said, marked by celebrity-filled spots and before-and-after pictures.
That is why for its next campaign debuting Monday, Jenny Craig is ditching the celebs. No more Valerie Bertinelli, Mariah Carey or Jason Alexander, who have all appeared in Jenny ads in recent years. Rather, the Nestle-owned marketer is taking a simpler approach with animated ads that plug its portion-controlled food and one-on-one support.
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