In the US, the weight loss industry speaks to women as if losing weight were a matter of life or death. For some Americans, it is. Slimfast is not for these Americans. Our target is women who want to lose 20lb/10kg or less—and they’re not dieting because they want to be healthy. They’re trying to slim down because they believe that looking fabulous will help them get something they want—whether it’s sex, revenge, or a competitive edge.

Our campaign speaks to these real desires. This is the first time any American weight-loss brand has dared connect losing weight to getting laid. (Yes, we’re still a puritanical country.) It’s also one of the first major American brands to openly acknowledge that women like—and actively pursue—sex. Slimfast’s Get What You Really Want campaign is not only breakthrough, its attitude is downright refreshing -Just ask an American woman!