Atkins Nutritionals: Brand launch - or more accurately, relaunch

You remember Atkins and all its associated buzz words – bacon, fat, no carb, heart attack, the doctor died, etc.

But the important thing is, you remember. That means it was a great brand – it changed the world, so much so that not one but three recent studies uncovered the FACT that 44% of American adults still, to this day, limit their carbohydrate intake. Enormous.

Yet, as a brand, Atkins has withered from sales of $700 million to just one seventh that – what to do? Find the brand essence, create a business growth strategy, prepare a current brand launch – and change the world again.

That’s what LeeReedy was asked to do

We’re a Colorado advertising agency – but in just two years, we’ve helped put new faces on old, failing national brands using marketing strategy consulting, creative direction, design and copy.

First it was Naked Juice – now, it’s Atkins

We went back to the beginning and helped the management team rediscover the brand essence that made the diet so successful in the first place – it worked in a completely different way, a way that seemed so counter-intuitive – eat more fat and fewer carbs to turn your body into a fat burning machine – yet this crazy way of thinking had been chronicled by over 50 research studies.

Science says Atkins works

But science isn’t sexy – sexy is sexy. Which became the second leg of our new product launch strategy. Everyone wants to regain that sexy body they once had – or get one if they never had it. And that’s what the science of Atkins helps you do – get sexy and stay that way.

Okay, great, but these days, Atkins isn’t as interested in selling books as it is in selling the bars and shakes that bear the same brand name. How do we tie the diet to the products? Well, when you’re on a diet, one of the things you miss most is sweetness. Your body craves it – and if you don’t get it, you fail. But with Atkins, the sweet bars and shakes are actually part of the program; they’re what help you succeed. So we had it – the three things that make up the Atkins diet, expressed by this theme line:

Sweet. Sexy. Science.

It’s a grabber, right? It’s powerful, intriguing and fun. And it’s on everything Atkins is doing. And guess what? Sales are going through the roof.

Old brand, new brand launch. Maximum return on marketing investment.

How sweet is that?

We have a lot more where the Atkins’ rebrand came from. Want to talk strategy and positioning? Get in touch kreedy@leereedy.com.