It just wasn’t enough for Weight Watchers International to overhaul its entire calorie-counting scheme earlier this year with the introduction of the Points Plus system.

And, apparently, it wasn’t enough for Weight Watchers management to see brand ambassador Jennifer Hudson heap high praise on the brand and its approach. “Now I’ve lost weight, my voice is getting back to a [better] state,” she said.

So now, Weight Watchers is really turning its weight-loss positioning in a new direction — by going after men.Continue reading...

Gwen Stefani for HP, Michael Jordan for Hanes, Dr. Dre for HP, Peyton Manning for Sony, Lady Gaga for Polarioid, Lance Armstong for Radio Shack, Michael Vick for… ArTran?

A new study confirms what a lot of people on both ends of the advertising paradigm suspect: celebrity endorsements aren't worth it. My colleague Sheila Shayon earlier pondered this question — find out why the evidence is swinging in favor of taking back the swag bags and shutting down the gravy train.Continue reading...