Arnold Worldwide, recruited close to 100 users from the alli “First Team”
users featured do not define success simply as pounds lost:
been a life-changing experience,
helping them improve their eating habits
making them feel more in control of their weight
I can do it differently this time
I can be smart about what I eat
I can walk my dog around the block again
I can lose 50% more weight
I can lose weight in a healthy, gradual way
I can look for ways to burn more calories
I can push myself further
I can make changes that stick
I can prove myself to myself
Ad in Cooking Light
Alli Experience Date Location Mall 9/21 – 9/30 Dallas Stonebriar Centre - Dillard's Court 9/21 – 9/30 New York Roosevelt Field - Macy's Court 9/21 – 9/30 St. Louis Saint Louis Galleria - Center Court 10/5 - 10/14 Houston Houston Galleria- TBD 10/5 - 10/14 Minneapolis Mall of America - Sears Court 10/5 - 10/14 Philadelphia King of Prussia Mall - Nordstrom Court 10/19 – 10/28 Detroit Lakeside Mall - Center Court 10/19 – 10/28 Atlanta North Point Mall - Dillard's Court 10/26 - 11/4 Los Angeles Glendale Galleria - JCPenney Court
alli Self Discovery Gallery Event
Wal-Mart stores across the country from 10:00 am to 4:00 pm starting June 24, 2007 and runs through August 4, 2007.
“ allows customers to engage in a pictorial journey that educates them using a visual depiction of the alli lifestyle.”
Registered Dietitians will be on hand to answer questions and educate people
Brand Ambassadors will be available to guide interested shoppers in the right direction.
To present Alli as the ingredient needed to keep you on your weight loss path.
The treatment effects that could occur if one consumes too much fatty foods, while taking Alli, will be positioned as a benefit.
Tone of the advertising is to be assertive but not aggressive.
Promote and sponsor events to educate physicians
Incentives and Rewards
Alli family Homecoming
Place alli as top of mind among innovators and early adopter
Influence more trials
3. Attitude change
displays in stores
health care professionals.
Plan on increasing Alli’s advertising by 10-15% during the first year and there after in increments of 5% ( adjustable ) based on end of year/event evaluations.
Short-term outcomes, such as the number of new members
Long-term results, such as increase in brand awareness
Affective responses, such as positive brand image.