When diet endorsers yo-yo, marketers get creative

02/15/2010 | Advertising Age (tiered subscription model)

Diet marketers relying on a single endorser face a quandary when that person regains weight. When Subway dieter Jared Fogle put on 40 pounds, the marketer made a campaign of training him for the New York Marathon, but when Jenny Craig spokeswoman Kirstie Alley regained weight, the company moved on to other endorsers. Now, new regulations on identifying paid endorsers and explaining typical results are making marketing diets more challenging.

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