Case Study:
Reclaiming a 50 Year Old Diet Brand for the Millennial Era
The Challenge
Atkins Nutritionals, a global diet and snacking brand, repeatedly ran up against the consumer perception that only overweight, old, sick people used its products. Despite product nutritional information that matched the needs of several self-directed weight loss and wellness approaches preferred by millennials, Atkins struggled to connect with younger audiences and earn consideration among millennials, a key buying demographic the brand needed to cultivate for long-term success.
The Solution
By partnering with youthful and fit wellness and lifestyle influencers, I launched an influencer program that succeeded in raising awareness among Millennials.
Looking at trends and social conversation around dieting, I shifted the brand’s messaging from “these are weight loss products that taste good” to “these delicious products nourish me so I can live life fully and joyously”. This critical pivot resonated with Millennials who choose self-directed, body positive, whole body wellness over traditional diets.
Also significant, the program helped destigmatize the brand for loyal young consumers. Millennial consumers who were previously ashamed about eating the snacks spoke up in the comments of influencer posts about how much they enjoyed the brand’s products. This organic outcome helped build greater authenticity, trial, and engagement within the demographic.
Lasting Results
10X
24%
112M
Scaled influencer program 10x, growing from 3-4 influencers per month to 30-40 per month
Delivered monthly engagement rate between 16-24%, an average of 7 points over CPG industry average
Delivered 111.6M impressions, improving brand lift among new audiences