Jenny Craig has just announced their new celebrity spokesperson, and they haven’t disappointed me. But they did throw me for a loop.
Remember a few weeks back, when I wrote about the perceived marketing strategy for the Jenny Craig weight loss centers? At the time, I ruminated over the possibility that the marketing and advertising execs at Jenny Craig were either consciously or unconsciously using personas to drive the success of their celebrity spokespeople campaigns. (To read the original post, traverse over here)
I noted the distinct differences between Kirstie Alley (Spontaneous), Valerie Bertinelli (Methodical), and Queen Latifah (Humanistic), and applauded Jenny Craig for being savvy enough to create different marketing “languages” for each celebrity’s ads – language that resonated with the segment of the female market that was targeted. At the time, I wrote:
“It will be interesting to see if the next celebrity spokesperson for Jenny Craig completes the persona cycle by using a Competitive type. Hmmmm. I wonder who it will be. Who would you like to see in the spotlight?”
Guess what? Jenny’s new spokesperson is a Competitive.
It’s also a man.
NBA star Baron Davis of the Los Angeles Clippers is the newest face of Jenny Craig. Talk about competitive – a star athlete who has the drive to win at all costs. The story is that he is trying Jenny Craig as a way to “stay in shape during the off season.” There are no TV ads yet, but check out this copy taken directly from the Jenny Craig website:
“As a powerful professional point guard, Baron Davis never stops improving his game. And as a professional athlete, he knows that a balance of height and weight is crucial to a player’s performance. So when Baron wanted to drop weight in the off season to get into his best game shape, he went one-on-one with Jenny Craig and lost 19 pounds!*
As a busy guy on the go, Baron enjoys the convenience of Jenny Direct®, the at-home program where consultations are done over the phone and food is delivered right to your door!”
This is a Competitive type’s dream copy – talk of improving your game, striving for ultimate performance, and the convenience of the at-home program. It speaks directly to the heart of the potential customer.
Having a man complete the cycle isn’t bad at all; Competitive types in particular are drawn to achievers no matter what the gender. It will definitely bring in more male clients to Jenny, and Competitive women will see that weight loss can mean more than looking good in the mirror. It’s all about performance.
Kudos to Jenny Craig for some of the smartest marketing around – they are quickly becoming my new “poster child” for brilliant marketing to women.