We repositioned Slimfast from a boring weight loss product into a sexy brand based primarily on the insight that woman didn’t get slimmer primarily for health, but to be more - how can i say - desirable. Hence the birth of GET WHAT YOU REALLY WANT. (This was at the height of 50 Shades of Grey).  

I feel this was brave work, with a brave client in a risk averse category. Creatively i think it’s good, not great. But in the context of the category, i’m proud of it.

(We had a heavy social media campaign around this interacting with consumers - we would intercept any chat regarding weight loss etc - most of the kudos for social must go to Vayner Media though.)