Influencer Relations

Changing Perceptions

Weight Watchers Sweet Baked Goods

10 million
earned media impressions
Improved
product perception

Challenge

Crossroads helped Weight Watchers Sweet Baked Goods launch Brownie Bliss, a new individually-wrapped decadent brownie treat. However, research revealed consumer apprehension to the taste of “diet” food was a hurdle for the brand. Consumers craved an indulgent treat that delivered on taste but wouldn’t set them back calorie-wise. Consumers, especially those not on the Weight Watchers plan, couldn’t wrap their heads around the fact something branded Weight Watchers could taste good.

Solution

Crossroads knew the secret was to get people to taste the product before seeing the brand label. Playing off of the notion of “Tasting Is Believing,” Crossroads developed a Try & Reveal influencer kit that allowed media and bloggers to taste the product without knowing the brand. The influencer kits looked and felt premium, similar to a fancy box of chocolate, to showcase the rich and indulgent taste of the product. After influencers tasted and read about the product, a panel lifted out of the box to reveal this was actually a calorie-conscious treat. Influencers were encouraged to conduct the same Try and Reveal approach with friends and families and capture those reactions for content on their social channels.

Results

Nearly 10 million impressions were secured through the influencer kits, and perceptions about the taste of Weight Watchers-branded products were changed:

“Wow, I never would have guessed it was Weight Watchers!”

~ Editor from Every Day with Rachael Ray

“Package was very well received. I loved the clever way it was presented, surprising me that it was Weight Watchers. Very cute!”
~ Editor from Midwest Living

“Weight Watchers sent me some of these deliciously sinful brownie bites for us to try. But they made it a little interesting. I received two sets of boxes…The idea was to do a blind taste test to see if anyone would even guess they were Weight Watchers. I thought this would be fun to do one night…at my parents’ house and it was!”

~ Blogger, Koupon Karen