SlimFast
At the One Club for Creativity Strategic Workshop at the VCU BrandCenter, we were assigned to create a creative brief in 48-hours for a struggling brand. With a team of 6 people that have never met, we were tasked to solve SlimFast’s failing brand.
We were awarded first place.
The Problem
SlimFast is a brand that is well-known among the baby boomer generation. It was popular when diets were a trend, but as the health and wellness landscape changes, dieting has been looked down upon. Our society no longer views dieting with a focus on getting slim as healthy or respectable. As SlimFast’s brand is tied to the idea of getting skinner, less and less people are willing to buy their products.
Findings
SlimFast is perceived to be a weight-loss company, owning the majority of market share within the weight loss drinks industry.
Culture Truth
The barriers to healthy eating for females in the age group of 18-34 are increasing. Currently, the highest voted reasons are that healthy food is expensive, time-consuming to prepare and it just doesn’t taste good!
Consumer Truth
Millennials have been incorporating their food consumption into their daily activities, like when they are on the run, at work, in their car, exercising, etc. No one spares the time to eat anymore, because they can’t afford it.
Target Market: The Go-Getters
Females, 18-38, workaholic, hustler
Our target market lives in a metropolitan area. She misses meals but is very aware the lack of proper nutrition in her diet. She is always hustling in her chaotic life, so she has no time to meal prep. She is consistently overwhelmed with balancing the demands of her work and personal life.
