HMR Weight Management has been around for over 25 years in a clinical setting, helping people with health-threatening weight issues quickly and effectively lose weight and learn the life skills to keep it off. With this latest initiative, they wanted to develop a platform and campaign that would help them bring the same core principles and results to the greater consumer market with an at-home weight loss program. They really wanted their message to be about people being able to lose weight rapidly and keep it off, supported by clinical data. In a crowded marketplace, this is a great claim to make, but as a brand that the general audience is unfamiliar with, it could have come across as a gimmick. More importantly, the specific audience they were targeting (women aged 45-60), want to lose the weight so they can do more things in life that are meaningful, impactful and emotional. I led the charge to develop initial conceptual platform options that balanced the rational need for weight loss with the emotional need to get their life back, in essence, to "get there faster."
