In taking the social pulse of WeightWatchers across the globe, Localspeak monitored a dip earlier this year in U.S. net sentiment for the brand, compared to favorable trending noted previously in our French, German and Spanish social intelligence analysis.
Back in December, on the eve of its 40th anniversary, WeightWatchers launched a new marketing campaign with retired NBA Hall of Famer Charles Barkley titled "Lose Like a Man", in which Barkley said he had gained 100 pounds since his retirement. Unfortunately it was no slam dunk at the campaign's first toss, as the brand was seemingly penalized by some ostensible foul play: As one of TNT's sports broadcasters during an NBA game Barkley humorously noted, while inadvertently still on-air, that "this Weight Watchers thing is a bigger scam" than "getting paid to watch sports."
However, according now to our new NetBase social sentiment monitor, men seem to have gotten back into the WW team spirit, embracing the brand's program with favorable marks now trending. WW's damage control proved a clever spin on their love for their spokesman, deciding to use his "unfiltered" candor and commitment to losing weight like a man. And, it appears to have fueled creative positioning for a cheeky new Barkley campaign for the brand program.
In the new campaign the "Round Mound of Rebound"-who has lost 42 pounds boosts WW's social media ad scale for men in true NBA style with a campaign featuring Barkley in full drag wearing black décolleté dress and wig. While desperately in need of a chest wax, Barkley's lighter and more curvaceous round mound effectively grabs male attention in the "unmanly" sport of dieting with its witty new marketing ploy.
Based on early social listening about the full drag campaign, Barkley isn't completely out of bounds. Even if the lip gloss and eye makeup throw men off, the NBA star flirtatiously re-assures them all with the humorous line: "But my eyes are pure guys."
Here is the latest breakdown of our NetBase social reaction sampling, with some choice consumer comments, too.
Drag Ad
The LBD never looked so good.
#thatawkwardmoment when u mistake Charles Barkley for Jennifer Hudson on the weightwatchers commercial.
Dear Weightwatchers, Charles Barkley in drag is giving me nightmares. Please stop.
Charles Barkley in a dress on the new WeightWatchers commercial is a scary scary sight.
Since when is Serena Williams doing WeightWatchers commercials?.....oh wait that's Charles Barkley.
Why does #CharlesBarkley sound like a cartoon frog in the #WeightWatchers commercials?
Apparently on #WeightWatchers you lose weight - and your voice. #HeSoundsTRBL
What about people who don't do makeup? How did Charles Barkley reward his successes? Nail polish?
Men - please join #WeightWatchers so we can stop seeing Charles Barkley in a dress.
Putting #charlesbarkley in a dress will help me lose weight. From being sick. I'd fire the person who said it was a good idea.
Things that can't be unseen: Charles Barkley wearing a dress in new @WeightWatchers ad.
Love Barkley:
Charles Barkley: "Sir-cumference"
If Charles Barkley can be man enough to admit he's using WeightWatchers, so can I.
#CharlesBarkley is @WeightWatchers' most positive, straightforward weight loss spokesperson.
Charles Barkley as the male spokesperson for @WeightWatchers is the best thing I've ever seen. I love him and WW.
I'm with ya I'm gonna start what I call the @charlesbarkley plan.
Thank you Charles Barkley @weightwatchers we need more "role models" to step up and stop making excuses!
Lose Barkley:
#Charles Barkley got the nerve 2 talk after losing a few pounds on @weightwatchers lol! Dude u gotta lose like 100 more be4 u can talk ish!
Charles Barkley is the worst spokesperson.
#charlesbarkley on a #weightwatchers commercial man. #howyouhavefallen
I'd rather let Dennis Rodman pick my clothes for a job interview than take diet advice from Charles Barkley. #turriblediet
Humor:
I just hope Charles Barkley doesn't get hungry and eat the employees.
First charles barkley was doin taco bell commercials now he's doin weightwatchers lol i guess he ate a lil too much free taco bell.
Charles barkley went on weightwatchers & the twinky ppl went bankrupt.
If I was really drunk and Charles Barkley shaved his chest... Then maybe.
Not so sure I like #WeightWatchers Charles Barkley; I like smartass Charles Barkley too much!!
Damage control:
Dear #WeightWatchers help me #LoseWeight and I won't call you a scam like #CharlesBarkley did...
LOL of course the media is gonna find a way to spin this.
He said NBA broadcasting was a scam too. If you're from the South, easy money is the same as a scam. Oh, and huge win for Weightwatchers.
Charles Barkley for #weightwatchers. Real manly Chuck. (can't hate, I'd take the paycheck too).
Charles Barkley sticks his foot in his mouth again.
Mr. Barkley, Didn't you snitch out WeightWatchers for paying you although u didnt use their product on live Tv????? Yeah, I think so.
This season it looks like team WeightWatchers is beginning to score with male customers.