In discussing positioning strategies, Lean Cuisine would be a good example of a brand striving to reposition itself in the marketplace. In just 4 months, the Lean Cuisine Weigh This video racked up over 6 million views. The marketing director for Lean Cuisine explains the rationale behind the reposition in the DigiDay article.
- Media Post Article
- Lean Cuisine Weigh This video
- Lean Cuisine 15-Second ad
- Article explaining the reposition shift
Discussion Questions:
- First, can Lean Cuisine change its image from a diet brand to a healthy lifestyle brand? Why or why not?
- What was your impression of the Weigh This video?
- How important is social media to Lean Cuisine in making the transition to a lifestyle brand?
- What are your thoughts about the 15-second TV ad? Does it display the healthy life style position? Why or why not?
Clow/Baack 