At the start of the cooperation in 2004 Weight Watchers licensing products were successful in several countries. However, in Germany Weight Watchers licensing products – launched already in 1988 – did not live up to expectations.

The key objectives were: Re-positioning ofWeight Watchers core and licensing business in Germany based on new market research insights, product market potential predictions of key licensing products and of relevant marketing executions.

The relaunch results exceeded expectations. Since the launch of the new Weight Watchers food range one award was followed by another one. The new Weight Watchers food range achieved 11 awards in the first 2 years after the relaunch. Just to mention a few:

• Products of the years 2005 and 2006, Bestseller of the years 2005 and 2006, Hit 2005 and 2006 in numerous product categories
• Chilled Food Award for the best product concept, best marketing and best communication at the world food fair Anuga
• Marketing award Best cooperation 2006

WeightWatchers and its licensing partners enjoyed great and quick success. „The fact that our products and our total food range belong to the bestsellers and impulse provider in the trade after a few months proves that our concepts provide real value.“ Martina Becker, head of products and licencing at Weight Watchers Germany GmbH.

Methods used: projective (qualitative) methods, marketsimulations, advertising effect tests