The Biggest Loser

NBC approached us with a request for brand extension ideas for The Biggest Loser (TBS), leveraging their existing partnerships. To offer a fresh approach, we proposed utilizing shopper marketing strategies to enhance their brand presence and equity. Given the prevalent partnerships between NBC/TBS and various food brands (including fruits, vegetables, cereals, fruit bars, and soups), we devised specialized endcaps and standalone displays to showcase these products, along with complementary items to support healthier choices for consumers. In-store displays featured video screens airing episodes of The Biggest Loser, reinforcing the show's message of healthy living and exercise. These episodes also highlighted the exercise videos showcased on the displays, further engaging customers and promoting the brand. Additionally, we developed branded, pre-packaged 'Starter Kits' containing relevant products such as a Brita water pitcher, branded TBS exercise DVDs, fruit bars, protein powder, and an exercise monitor. These kits not only facilitated consumers' initiation into a healthier lifestyle but also strengthened their connection to the TBS brand. Their convenience proved popular among consumers and contributed to increased sales.