Weight Watchers is going where no weight loss company has gone before, inviting all to ‘live bigger.’

The tagline is part of a rebrand for the iconic weight loss company and is designed to act as a statement of courage, motivating people to change their lives for the better.

The new integrated campaign created by BMF, aims to show that getting healthy and losing weight doesn’t just give you a slimmer stomach, but also the confidence, energy and physical ability to embrace life’s major moments and ‘live bigger.’

The campaign launch was accompanied by a new television commercial, which follows multiple women at different stages of their journey, throughout a day as they go about living bigger with their newfound confidence.

https://youtu.be/0VZ7gEMpMUw

BMF executive creative director Cam Blackley said the unique tagline is a refreshing new stance for a brand associated with weight loss.

“For those that have experienced the confidence of feeling healthier and losing a few pounds it resonates; for others I’m sure it will raise an eyebrow. And that’s what we want,” Blackley said.

In addition to the new brand statement,  Weight Watchers has launched a new program designed to encourage people to fall in love with real food again, enjoy getting active and live life to the fullest.

Weight Watchers Australasia managing director Paul Schiffer said the rebrand was all about re-engaging with people.

“We knew as a business that we needed to make a change to help re-engage people with our brand, and ‘live bigger’ gave us a confident and provocative voice with which to announce that change,” Schiffer said.

The campaign launched in Australia and New Zealand earlier this month.