THE BRIEF

Each year, when summer is around the corner weight loss is front and center in the minds and priorities of everyone’s collective consciousness. Everyone wants to lose weight and Everybody is selling a quick solution. So how do we position USN as the authority and top of mind weight loss brand, at a time when everyone is selling quick fixes.

What better way to launch our campaign than taking on the latest diet fads and trends on national radio stations. And did we have some fun!

Our objective was very clear:  To focus on the the ridiculous diet fads and our acknowledgement as a brand of the obvious: That people look for shortcuts to lose weight whatever it takes - and we all know shortcuts never last!

Little did we know consumers could not wait to share their own stories on air with the result being USN was quite the talk of the town!

"Isn't it time to ditch the fads and get the solution that really works!"

In support of the campaign and to position USN as the leading weight loss authority, we developed a complete podcast series to educate and inform consumers on the principles for successful weight loss.

Our objective was very clear: 

Build brand credibility & trust and become the #1 brand of choice if you are committed to losing weight!

What do you get if you have a client that is BRAVE enough to take on the word "diet"? A single minded campaign that breaks through the clutter and becomes the talk of town. Now that is worth the commitment!