Executive summary
Most men and women have a story to tell about dieting and weight-loss, whether it’s how liberated they felt when they reached their weight-loss goal, or the frustration they felt a few months later when they regained the weight.
Cambridge enjoyed a successful period in the 1980s, when it was at the top of most slimmers’ lists. However the market became crowded, with increasing numbers of quick-fix lifestyle diet brands emerging. Consumers were faced with an abundance of choice. With an outdated brand look and a lack of understanding about the evolving competitive landscape, Cambridge lost its consumer appeal.
Working with Propaganda, Cambridge made a bid to regain its position as a market-leading weight-loss brand by implementing the biggest changes the company had seen in its 25-year history.
The brief took a 360° look at the business model, challenged the way the weight-loss brand was delivered, researched the market, the opportunities, consumer needs and the competition. It highlighted Cambridge’s key difference and gave the internal team the confidence to bring the brand into the 21st century. To date, the brand strategy has delivered an increase in like for like sales of 10% to March 2010 – resulting in the highest sales in company history.
“Working with Propaganda has allowed us to gain a real understanding of what consumers want from a weight plan, and we can now tailor our messaging to appeal to a wider audience within a heavily competitive market.”
Eileen Skinner, Managing Director Cambridge Weight Plan