Atkins Nutritionals has launched a new ad campaign for its once famous Atkins Diet. It seems online and print campaign is also an attempt to be “less clinical” and “more contemporary”. This also means the Atkins Diet is trying to make a ‘trendy’ comeback in the lives of diet conscious middle aged modern urban people.

The Print ads in the current issues of People, Shape and US Weekly show actress Courtney Thorne-Smith with a message – “Better Weight Loss. Better Cholesterol. Low Carb. It’s Just Better” and a tagline  – “Sweet, Sexy, Science.”  Online campaign includes banner ads on some sites and a blog.

Given the fact that company has faced bankruptcy once, it’s a great attempt to establish trendiness and credibility with the words in the message and tagline. The target group is clear too. But there are too many competitors selling Weight loss formulas and products. Hope Courtney Thorne-Smith will be able to convince people that one can go easy with chocolate bars and shakes and let the Atkins Diet take care of the calories and weight!!

Via Brandweek