Slim Fast: Lights On

In the US, the weight loss category speaks to women as if losing weight were a matter of life or death. For some Americans, it is. Slimfast is not for those Americans. Our audience wants to lose 20 pounds or less—and they're not dieting because they want to be healthy. They're trying to slim down because they believe that looking fabulous will help them get something they want—whether it's sex, revenge, or a competitive edge.

Developed for Unilever by The Bull-White House, Slimfast's Get What You Really Want campaign speaks to these real desires.