Weight Watchers really wants to let you know that it's not just a diet company -- so much so that it's changing its name to WW.
Weight Watchers International is seeking to ride the wellness wave by changing its brand name to WW and overhauling its products and services to focus more on healthy living than on pure weight loss.
Aiming to capitalize on the momentum from Oprah Winfrey's embrace of the company and a boom in membership, Weight Watchers said the rebranding initiative would roll out in stages.
• A new logo, color palette, corporate images and slogan: "Wellness that works."
• A new program launching Oct. 4 called WellnessWins to reward members for tracking their meals, physical activity, weight and workshop attendance. These actions qualify for "wins" that can be translated into "exclusive products, services and experiences designed to inspire members on their wellness journeys," the company said.
• An "evolution" of the company's FitPoints to personalize the activity tracking system for each member based on their size, age and sex. The new system will also reward "high intensity and strength training" more than before in an acknowledgment that "100 calories burned walking is not the same as 100 calories burned lifting weights or running," WW said.