TITLE

Fed up with promoting diets, weight-loss rivals branch out

AUTHOR(S)
Pollack, Judann
PUB. DATE
March 1999
SOURCE
Advertising Age;3/29/1999, Vol. 70 Issue 13, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the change of focus seen in the marketing strategies of companies in the weight-loss industry in the U.S. as of March 1999. Marketers are pushing fitness, wellness and self-control in bold new initiatives increasingly aimed beyond the estimated 97 million who are overweight and toward their thinner counterparts. Jenny Craig is redefining itself as a self-improvement marketer, beginning with a line of nutritional supplements sold via the Internet and the test of a Jenny Craig-branded exercise equipment. The trend is a reaction to the roller coaster ride the category has endured.
ACCESSION #
1696109

 

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