SlimFast Helps Dieters "Get What They Really Want" With Bold New Brand Repositioning

New Campaign Moves Away from Highlighting Politically Correct Reasons for Losing Weight to Bring "Truth" to the Category

News provided by

Unilever

Apr 11, 2013, 12:22 ET

ENGLEWOOD CLIFFS, N.J., April 11, 2013 /PRNewswire/ -- SlimFast®, the weight-loss brand that has helped millions lose weight for more than three decades, today announces a bold, new attitude that will liberate women to tell the truth about why they really want to lose weight.

(Logo: http://photos.prnewswire.com/prnh/20120523/CG12021LOGO)

Women have so many highly personal reasons for wanting to slim down—many may say they want to lose weight for one reason, but their thoughts uncover what they really want. The new "Get What You Really Want" campaign, created by advertising firm The Bull Whitehouse, takes an honest, but always humorous approach to weight loss communication.

SlimFast's target, the "Slimmer" have their own reasons for losing weight. The creative focuses on the differences between what women say versus what they think, and select ads feature the thoughts of real women who bravely divulged what they really want. Slimming is a means to an end, and the "end" can be showing him what he's missing or much more.

"You will not find any of the politically correct reasons 'Slimmers' say they want to lose weight in our ads," said Wesley Boas, Director, SlimFast. "The truthful thoughts on why these women want to slim down are far more powerful, entertaining, motivating, hilarious and human. SlimFast is all about helping women get their mojo back."

The "Get What You Really Want" campaign will appear in print and online across a variety of women's magazines and websites.

To learn more about the "Get What You Really Want" campaign, check out http://www.slimfast.com/getwhatyoureallywant or visit us on Facebook at Facebook.com/SlimFast.

About SlimFast

Whether you're trying to fit back into those skinny jeans or just working to lose those last few pounds, SlimFast is a delicious and easy way to get what you really want from weight loss[1]. Available in retail outlets nationwide, SlimFast offers a convenient range of Shakes, Shake Mixes, Meal Bars and Snack Bars and Bites that keep you slimming away. Warning: Smaller sizes are a common side effect[2]. Want to slim with us? Check out more information about SlimFast at www.slimfast.com, visit us on Facebook (Facebook.com/SlimFast), follow us on Twitter (Twitter.com/SlimFast) or call 1-800-SLIMFAST.

About Unilever United States, Inc.

Unilever is one of the world's leading suppliers of Food, Home and Personal Care products with sales in over 190 countries. Our products are present in seven out of 10 homes globally and are used by over 2 billion people on a daily basis. In the United States the portfolio includes brand icons such as: Axe, Ben & Jerry's, Bertolli, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, MAGNUM, Motions, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Ragu, Simple, SlimFast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemme, Vaseline, and Wish-Bone. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.

Our ambition is to double the size of our business, whilst reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals are more than 50 time-based targets. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable-living/.

Unilever employs more than 10,000 people in the United States – generating over $9 billion in sales in 2012. For more information, visit www.unileverusa.com.

For more information, please contact:
Alan Danzis,
GolinHarris for SlimFast
[email protected]
212.373.6022

[1] Losing more than 2lbs per week is not recommended. Exercise 30 minutes daily and follow the SlimFast plan.

[2] The SlimFast® 3-2-1 Plan™ includes three healthful snacks per day, two delicious SlimFast Shakes or Meal Bars and one balanced 500-calorie meal per day.

SOURCE Unilever