Last seen on "the happiest day of my life.." gag.
"This is about more than just an ad campaign," said Ron Simone, Senior Vice President, Marketing & Business Strategy of Herbal Magic. "Through our research, we’ve undergone a fundamental shift in the way we think about weight loss, and arrived at a new vision to motivate women to rediscover what they’ve lost."
Created by TAXI, Toronto, the campaign’s strategy is based on research findings that suggest the stereotypical approach to body image and weight loss marketing is a long way from how women actually think. The clichèd "before/after" shots of a thousand different diet campaigns don’t reflect the real aspirations of typical weight loss consumers, who are predominantly women. Research, conducted by Herbal Magic and TAXI, showed that women who want to lose weight often feel they’ve lost who they were when they didn’t weigh as much; they expressed an overwhelming desire to regain their lost energy, lost confidence and former youthful spirit.
TAXI’s Creative Director Rose Sauquillo expressed, "There’s something very compelling about the idea of a woman losing herself. With ads women can relate to and an insight that shows Herbal Magic understands where they’re coming from, the campaign is bound to create an emotional connection".