Brand Strategy and Website
In 2015 Mystery was engaged by the new owners of SlimFast®, KSF Acquisitions, who had recently acquired the UK business from Unilever.
Our brief was to work with the SlimFast team to carry out a strategic brand review and then define a new, distinctive, relevant brand vision, designed to create a more emotively engaging brand personality that would help define SlimFast for the 21st century.
We focused on creating a strategy aimed at increasing consumer product understanding and awareness; supporting the launch of a new range of Noodle boxes and encouraging consumers to actively trial the product range.
Creating A Brand Strategy for the All-New SlimFast
Working through years of product, consumer insights and research data and using Mystery’s unique brand positioning methodology, we identified two core target consumers: The Quick Fixers and The Cover Ups.
Based on consumer insights we defined the brand’s DNA, which was underpinned by a new brand ethos of inspiring change. We developed a brand that was: sassy, can-do, down to earth and reassuring. It was essential that we created a brand that worked with consumers through a friendly and supportive online community hub providing inspiration, as well as practical and emotional advice for anyone who wanted to manage weight loss, for whatever reason.
Mystery helped define the brand proposition namely: FAST DO-ABLE WEIGHT LOSS, underpinned by a new strapline “works for me”.
Part of our methodology was to explore potential brand archetypes to help define exactly what the new SlimFast brand persona would be. This research resulted in Kimberley Walsh, of Girl’s Aloud fame, being identified and signed up as the new face of SlimFast.
As the project moved to the creative execution for product re-launch a range of eye-catching, distinctive and brand-focused marketing campaigns developed across print, broadcast and online advertising.
A Brand New Responsive Website for SlimFast
Mystery was also commissioned to create a characterful, state of the art, mobile-responsive and SEO optimized website, designed to connect with our target consumers through an immersive brand experience that provided consumers with a number of useful tools designed to help them personalise their weight loss goals.
The website was designed to deliver a range of useful tools, diet plans and recipes, as well as a multi-level interactive forum, all accessed via intuitive navigation and supported by social media to help build a unique community.
Through friend referrals and online support groups, customers can encourage each other during their goals and get friends to take up the challenge too.
Other resources include full product listings with online purchasing links, motivational success stories from past and current SlimFast customers and a handy BMI calculator.
In addition, the SlimFast Blog keeps customers up-to-date with news and articles based around the subjects of Food & Nutrition, Fashion & Beauty, and Health & Fitness.
A fully personalised program allows consumers to set up their own profile, including photo, current weight and weight loss goal. Users can set a specific goal event, such as a wedding or holiday, and track their progress via a weight tracker chart for easy monitoring.