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When Weight Watchers launched the ‘Live Bigger’ platform two years ago it was all about getting people to have the confidence to get out, experience life and stop hiding. WW Black is an extension of that – but has sexual confidence, or lack thereof, at the heart of it. Because we found that over half of Australian women prefer to have sex with the lights off, or avoid it altogether, because they’re not confident in their own skin.
WW Black was a 3 month program, with all content around food, fitness and mindset, adjusted so it was relevant to our sexual confidence platform.
And of course, we launched it all with a testimonial. A before and after film, if you will. This is the weightloss category after all. But unlike the expected, over-acted films people are used to, this was an emotional, real, positive film that was anything but average.
When Weight Watchers launched the ‘Live Bigger’ platform two years ago it was all about getting people to have the confidence to get out, experience life and stop hiding. WW Black is an extension of that – but has sexual confidence, or lack thereof, at the heart of it. Because we found that over half of Australian women prefer to have sex with the lights off, or avoid it altogether, because they’re not confident in their own skin.
WW Black was a 3 month program, with all content around food, fitness and mindset, adjusted so it was relevant to our sexual confidence platform.
And of course, we launched it all with a testimonial. A before and after film, if you will. This is the weightloss category after all. But unlike the expected, over-acted films people are used to, this was an emotional, real, positive film that was anything but average.