“Skinny is just a style of jeans - not a goal”

In collaboration with Watch It Now Entertainment, E! Reality star and media sweetheart Kim Kardashian sought to create a lifestyle product that resonated as a premier pop culture property.

Remaining consistent with Kardashian's distaste for rail thin and size dropping schemes, trainer Jennifer Galardi and Kardashian created a unique series to tighten and tone a female's best assests. Leveraging her audience and pride in a full figured shape- empahsis was placed on a woman's healthiest shape and the choice to feel great 24/7, not just on the red carpet.

The brand message of “Skinny is just a style of jeans-not a goal” created a stir in the marketplace and proved advantageous. Defiant and proud, Kardashian was able to position herself and the DVD as the new face for “voluptuous women.”

Fit In Your Jeans By Friday offers a brand appeal that is vital to the celebrity/consumer perception behind Kardashian: accessibility.

“By Friday” implies personal deadlines, pending social activities and a drive to attain self esteem before the weekend; something all women, regardless of age or race, can identify with. Ensuring her personal mantra of “real women keep their curves,” Fit In Your Jeans By Friday offers a portal for women nationwide to identify with a celebrity, total body health inside and out, their personal fitness goals, and the road on how to get there.

With messages of personal health & wellness, responsibility and self concept, longevity is guaranteed in a marketplace that embraces a “no gimmick” approach.

Following the May 11th launch of Fit In Your Jeans By Friday, the 3 title DVD sky rocketed to #1 Amazon Buns Workout and all titles continue to hold #1, #2 & #4 spots. A New York City press tour; led up to the launch at Kitson Robertson (LA), and giving a compelling reason to participate in the National Jeans Challenge promotion – consumers watched as Fit In Your Jeans By Friday constructed a calculated and very targeted media take over.

Mini work out and interview segments were the rage prior to launch and include but are not limited to: The View, The Tyra Banks Show, The Rachael Ray Show, E! Daily Ten, E! News, FOX News, Good Day LA, CBS and ABC syndication. Gobbling the story, mainstream media like The Washington Post ,exposed consumers, outside of the entertainment industry, to the value and legitimacy of the workout.

The best testimonial is through the consumer and their personal dedication to health and well being with a workout regimen that actually delievers!

“This DVD series is the best. Kim Kardashian is my idol, and I love that she has created something for the curvy but still thin girls. I have never been in such great shape, and I truly did notice a difference in just five days! I have the tightest lower body, yet I didn't lose my curves. Thank you from the bottom of my heart!” - Valerie, Michigan

 

You Don’t Need A Make Over You Need A Make Better

From the number one global fashion magazine ELLE, and one of the premier fitness production companies Watch It Now Entertainment, The Elle Make Better DVD Collection, a complete lifestyle program that combines the best in fitness, nutrition, beauty, and fashion.

In contrast with other fitness program, the message of the Elle Make Better DVD Collection, “was not to make women feel as if they needed to completely make themselves over, but make small improvements in their already great lives” said Anne Welch, ELLE VP & Publisher.

Darren Capik, Owner/Director WIN Ent said “ELLE is an ideal vehicle for launching an integrated lifestyle, fitness and fashion product, their creative team is on target with what’s relevant to a female consumer who wants the best of everything”.

Watch It Now Entertainment’s (WIN Ent.) approach was Multi-Platform Brand Integration. The ELLE Make Better DVD Collection, hosted by model Brooklyn Decker, starring ELLE’s creative director Joe Zee, ELLE’s beauty/fitness director, Emily Dougherty, and Reeboks Global Fitness Instructor Sara Haley joined the biggest, and most powerful players in the fitness, fashion, nutrition, and beauty industries.

The multimedia/multi-brand campaign comprised an ELLE Make Better January Themed Issue, featuring custom advertorials produced by WIN Ent., from lead sponsor Reebok, and the launch of ELLEMakeBetter.com, along with the launch of the ELLE Make Better Collection Three-DVD series.

Dianne Hayes, Reebok's head of global entertainment marketing, said "Make Better" represented an "aggressive advertising spend" on the brand's part in terms of investing the bulk of its apparel marketing dollars in the program during the time period. "We certainly changed our media mix to accommodate it. The Easy Tone story fits in well, and Brooklyn's a great face for us. Who wouldn't want [ELLE creative director] Joe Zee to style your products and have them worn by Brooklyn?" (Ad Age)

The Make Better Collection has actually become a model for the future of cross- branding, cross-marketing, and multi-product development, with The New York Times, AD Age, and the Charlotte Observer, all reporting on the success of the campaign.

The consumer public response has also been positive. Social Networks, blogs, and on-line fitness communities are all buzzing about the series.

Victoria Secret Model Brooklyn Decker’s star power has also garnered generous press from the media – with interviews on MTV, E!, and STS news.

Host Brooklyn Decker is also joined by trainers : Sara Haley Global Fitness Instructor for Reebok International, Tara Stiles, founder of New York-based yoga studio Strala, and Jade Alexis a health and wellness professional practicing as a private trainer, boxing instructor and group exercise instructor in New York City.