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Move over, Duchess of York -- there's a new Weight Watchers spokeswoman in town. On Thursday, the weight loss program launched a campaign starring Jennifer Hudson, of American Idol and Dreamgirls fame. The 28-year-old singer has lost an impressive amount of weight since the August birth of her son David Daniel Otunga Jr., and she's giving Weight Watchers all the credit.
"It's a lifestyle change, not a diet," says Hudson, who tracks her points using an iPhone app. "I am enjoying the weight loss because I'm doing it the right way -- I feel empowered with what I've learned, everything from portion control to what foods will help keep me satisfied."
By hiring Hudson, an under-30 rising star, Weight Watchers is appealing to a much younger audience than most diet campaigns. The new TV spots make this clear. Rather than talking about shedding pounds, Hudson speaks about self-love and female empowerment. It's a very Oprah take on weight loss, making it a spiritual and emotional issue rather than a physical one. Seems like a smart strategy for a new generation of dieters.
Weight Watchers isn't the only diet giant to switch directions; Jenny Craig announced in December that they would be replacing 49-year-old spokesperson Valerie Bertinelli with 31-year-old TV actress Sara Rue. Whether they'll also replace the word "diet" with "lifestyle change" has yet to be seen.
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