WeightWatchers 2008 Annual Report Download - page 7

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expand Weight Watchers into China and, in the fall
2008, opened our fi rst Weight Watchers centers in
Shanghai. We could not be more excited to bring the
proven Weight Watchers approach to the Chinese
marketplace, and we are encouraged with the very
early results. With the help and market knowledge
of our talented team in China, we expect to continue
to build this business and are encouraged by the
opportunities before us.
In an increasingly online and mobile world, fl exibility
and accessibility are essential. Our highly successful
WeightWatchers.com business is now able to reach
subscribers on-the-go with the fi rst smartphone
browser compatible versions of Weight Watchers
Online. We believe this new feature, plus other
product improvements planned for 2009 and
beyond, will provide us with new ways to keep
our subscribers motivated and to improve usage
and satisfaction. In 2008, the number of end-of-
period Weight Watchers Online subscribers grew an
impressive 16.3%, from 584,000 at the end of 2007
to 679,000 at the end of 2008.
To help increase our relevance to potential members,
and continue to differentiate our approach from our
competitors, we kicked off 2008 with an entirely
new North America advertising campaign centered
around the theme, “Stop Dieting. Start Living.” This
high-energy campaign was designed to increase the
relevance of Weight Watchers in the minds of our
target consumers. This sharper, unique advertising
approach resonated well with consumers and helped
to differentiate and refresh our brand equity. Through
our marketing efforts, we have the opportunity to
continue to reinforce our effi cacy, fl exibility and our
role as the “lifestyle” choice.
At the core of everything we do is our fi rm
commitment to helping people lose weight in a healthy
and sensible way so that they can live a healthier
lifestyle. With the global obesity epidemic on the
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Best Eats Cookbook; Weight Watchers vanilla yogurt multi-pack
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Grilled Fajita Wrap recipe from WeightWatchers.com