The dieting industry is big business and players in the market don’t come much bigger than the massively resourced Weight Watchers corporation. Surely a company which enjoys annual revenue of $1.7 billion isn’t worried about a little competition?
As regular readers of the blog know we have been working with diet drink Skinny Sprinkles since June and have helped them win some fantastic media coverage.
The success of the campaign is particularly pleasing to us as the team behind Skinny Sprinkles came to us with little faith in agencies having had their fingers burned in the past with some pretty rotten luck after engaging fluffy PR agencies.
It has been great to be able to prove that not all PR agencies talk a good talk but then fail to deliver when it comes to results. From day one we have been focused on building the brand online with real results and game changing media coverage.
We have already blogged about some of the amazing media coverage we have been able to deliver for the brand but this weekend things went to a whole new level when Mindy Grossman, the Global Chief Executive of industry leader Weight Watchers chose to single out Skinny Sprinkles as a main competitor in an interview she gave with the Guardian.
Now, you may think being name checked by a competitor is no big deal but you have to remember that this brand was virtually unknown when we started working with them just four months ago. Now the biggest fish in the sea is citing them as an example of (in her words) a ‘shiny new penny’ in the slimming world and one of the main threats to their dominance of the market along with the much hyped 5:2 plan.
To put this into context Ms Grossman is a big deal. Her Wikipedia page states: “The Financial Times listed her in the top 50 women in world business in 2010 and 2011, and she has been ranked among Forbes’ 100 most powerful women in the world for the years 2009, 2011, 2012, and 2013. In 2014 she was #22 in Fortune’s Top People in Business.” She clearly knows her stuff.
We are massively excited by this development as it’s proof once again of the power of PR at disrupting markets. We love working with up and coming brands and helping them to shake their market up and worry the big players. In the dieting industry they don’t come much bigger than Weight Watchers so it’s fantastic that we have helped Skinny Sprinkles become a thorn in their side. Truly a real life David and Goliath story (and we know who we’re rooting for).
© London PR 2017