News & Media

Jenny Craig Kicks Off Diet Season with Attention-Grabbing Ads and a New Attitude

Carlsbad, CA, Dec 23, 2002 - To effectively reach the millions of Americans who need to lose weight, Jenny Craig, Inc. is taking a more aggressive marketing approach than usual this diet season with two new ads that launch on Thursday, December 26, 2002.

The Company created daring new print and television ads, with thought-provoking themes such as "Want to change your underwear this year?" and "Have you supersized yourself?" In addition, Jenny Craig enhanced its traditional success story television ads by targeting a broader demographic and incorporating energetic background music - Patti LaBelle's classic tune, "New Attitude."

The underwear ad features a twist on before-and-after pictures popular in the weight loss industry. It shows a large pair of underwear next to a skimpy thong on a clothesline and asks, "Want to change your underwear this year? Call Jenny Craig." The second ad is a shot of a typical large fast-food hamburger, french fries and soda order and asks, "Have you supersized yourself? Call Jenny Craig."

The New Attitude television ads highlight several Jenny Craig success stories - real clients from all over the country who were chosen to represent Jenny Craig due to their outstanding success on the Program. The commercial participants vary in age, representing Jenny Craig's new, broader target audience of 20- to 50-year-olds rather than the company's previous demographic of people in their late 30s and early 40s. Also, in an effort to emphasize Jenny Craig's philosophy of maintaining an active, outdoor lifestyle, the ads were shot on-location in Miami.

Integrating Jenny Craig's new tagline, Jenny Craig: It Works, both sets of ads will air on national and cable television and run in national daily newspapers. Ads in many markets will also promote Jenny Craig's New Year's Promise, an offer that not only encourages consumers to try the Program, but also grants them up to a full refund if they don't lose weight the first week.