Slim•Fast Dance Challenge

Consumer Activation Target
Reality TV Weight Controllers

Challenge
Slim•Fast was on a mission to change the way people thought of Slim•Fast. More than a “diet in a can”, Slim•Fast was introducing new products including breakthrough appetite control products along with Meal Bars. Alcone was charged with bringing these products to consumers in new engaging way that promoted Slim•Fast as a way of living that includes diet and exercise.

Solution
Alcone’s Consumer Lab™ dove deep into the hearts and minds of consumers while Alcone team members went on the Slim•Fast plan for a month. This anthological approach (combined with intercepts and consumer insight gathering) resulted in “eat differently...move more” being the mantra we identified dancing...as something that everyone can do. Whether at home by themselves or in front of a crowd...these consumers loved the idea of moving to music. Alcone joined with ABC to create the “Slim•Fast Challenge” as an exclusive, embedded property tied to ABC’s hit show Dancing with the Stars. The on-air dance challenge chronicled the 10-week weight loss progress of a show viewer using a program that married Slim•Fast with Dance as a form of exercise. A contest overlay offered a trip to the show’s premiere, and sponsorship of the Dancing with the Stars 38-city live tour featured sampling, retailer tie-in’s, signage, a live audience dance challenge and local market radio and TV.

Results
The program was a smashing success: over 100 million viewers witnessed Tysonia's 15 lbs. weight loss watching the pounds melt away while she had fun. Retail feature and display activity were up vs YAG and new product acceptance at retail; exceeded expectations.