Weight Watchers Stock Soars Thanks To Oprah Winfrey

News & Views | Gerren Keith Gaynor | 01/01/2016 | 11:30 AM EST

Media mogul uses personal narrative to save once struggling company

The Oprah Winfrey effect cannot be denied.

 

Weight Watcher’s stock soared after the television mogul’s commercial promoting the diet company premiered on airwaves, reports the Associated Press.

 

The ad shows past videos of Winfrey working out and discussing her struggle with weight, something she’s often opened up about. The commercial ends with Winfrey asking viewers if they’re ready to join her on her quest for healthy living. “Let’s do this together,” she says.

 

Earlier this week, she tweeted the ad to her more than 30 million followers.

 

Weight Watchers stock has more than tripled since October, when Winfrey bought a 10 percent stake in the company. Weight Watchers also underwent a bit of a branding shift to better fit in with Winfrey’s message of living a healthy and happier life, rather than simply focusing on losing weight.

 

Shares of Weight Watchers International Inc. jumped $3.68, or 19 percent, closing at $23.05.

 

In recent time, the company had been struggling to keep up with the changes within the industry, as technology has made it easier for people to track their calories.

 

Winfrey credits Weight Watchers for her 15-pound weight loss, possibly inspiring many others to believe in the once dying brand.

 

She paid $43.2 million for her 10 percent stake in Weight Watchers, which is now worth more than $148 million.
 

(Photo: Mark Metcalfe/Getty Images)

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