Business Insider reports that Weight Watchers has had to change course with its promotion of Jessica Simpson's post-natal weight loss. Because it turns out that she's having another.
The company prepared for this contingency by filming two almost identical New Year's ads. The first, released on December 19, hides her early signs of pregnancy but doesn't mention the news:
The second, released after her Christmas public announcement, adds an extra bit:
It's a smart move by Weight Watchers. They don't advertise to pregnant women, but they also don't want to lose the post-partum market they've been courting with Ms. Simpson.
Personally, I hate the obsession with women celebrities' post-baby bodies. It puts way too much pressure on them, not to mention all the moms who can't afford a full-time personal trainer. But as marketers, Weight Watchers could have done much worse. In November, TMZ reported that Price is Right spokesmodel Brandi Cochran was awarded over $7 million in punitive damages after she claimed was fired from the show because she got pregnant.