Weightwatchers really got my attention at the beginning of the weight loss season in 2008. Bus shelters function as billboards and posters. They identified their custmers as "chronic dieters" and took the practical approach to communicating with them. They are already dieting; they hate it. So, Weightwatchers then positioned themselves as "the anti-diet." It's a fantastic way of looking at dieting. They don't over-promise to compete with the quick-fix diets, they maintain that Weightwatchers is a lifestyle and a way to lose weight and feel better.