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Article: Kirstie Alley's weight is Jenny Craig's loss; How the brand plans to keep expanding without successful spokeswoman.(Jenny Craig signs up Valerie Bertinelli)
- Article from:
- Advertising Age
- Article date:
- April 16, 2007
- Author:
CopyrightCOPYRIGHT 2007 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: STEPHANIE THOMPSON
sthompson@adage.com
What do you do when your endorser works too well?
If you're Jenny Craig, you hire another fat actress. Kirstie Alley helped the weight-loss chain reap 1 billion media impressions last year and nearly double its number of customers after she went on its program and shed 75 pounds.
But two years later, she has no weight left to lose. So Jenny Craig has signed another classic TV star: Valerie Bertinelli.
Following the formula that has helped the once-faded diet plan curry favor with a contemporary audience, the chain is inviting the public to share in the weight-loss story of "One ...