|Oprah Endorses Weight Watchers and the Stock Market Reacts
By: Cindy Wendland
Celebrity endorsements are a key way to build a brand. More celebrities are appearing in commercials and being the faces for perfume and other products. The hope is that the celebrity will bring additional attention and publicity elevating the brand. In some cases it works, and in other cases it works extremely well, as in the case of Oprah Winfrey and Weight Watchers.
Oprah Winfrey is an amazing woman on many levels. Many of her viewers and fans know that she has struggled with her weight over the years. About six months ago Oprah personally started the Weight Watchers program. Recently, she joined the company’s board of advisors and invested in the company. Oprah said, “I am excited about Weight Watchers being able to bring a healthier more holistic approach for everybody.” She also put $40 million into the company’s stock.
Weight Watchers states, “Oprah is a force of nature in connecting with people on a very personal level to live inspired lives. This partnership will accelerate our transformation and will meaningfully expand our ability to impact many millions of people worldwide.” After the new Oprah Weight Watchers commercial aired, shares of their stock jumped 19%.
Oprah will elevate the Weight Watchers brand. Of that, there is no doubt. Who knew that she could drive the stock market like that as well? Oprah and Weight Watchers are an example of celebrity endorsements at their best. Now let’s see if Oprah can achieve her weight loss goal as well.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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