Brandweek Reports: Curves Flexes Muscles Against Weight Watchers
By Elaine Wong
Curves is going head-to-head with competitor Weight Watchers in a new campaign this week that promotes its new 30-day diet plan.
The push marks the first time that Curves, an international women’s fitness chain, has tackled a competitor directly with its advertising. A TV ad, running on national cable networks, advertises the chain’s month-long diet plan. It shows a woman heading to Weight Watchers as a van pulls up in front of her, full of other women who insist on taking her to Curves (which, coincidentally, is two doors over). Once inside, Curves professionals introduce the woman to the new diet plan, convincing her to sign up. The spot ends with the woman stopping another dieter from joining Weight Watchers.
Curves is going head-to-head with competitor Weight Watchers in a new campaign this week that promotes its new 30-day diet plan.