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Advertising Age reports that sex seems to be the line dividing marketing efforts used by Weight Watchers and Slim-Fast as they look to appeal to diet-conscious Americans.

According to the story, Slim-Fast is looking to jump-start its moribund sales by stressing sex appeal and using "provocative ads that tout the bedroom benefits of losing weight." Weight Watchers, on the other hand, is "more about science than sizzle," and prefers to position itself as a health-care company.

Ad Age writes, "At stake is a piece of a weight-management market that is estimated to grow to nearly $41 billion by 2016, according to Packaged Facts, which counts diet foods and beverages as part of the total. An estimated 39% of U.S. adults are 'watching their diet,' according to Experian Marketing Services data cited by Packaged Facts."
KC's View:
Call me crazy, but somehow the notion of sex appeal and good health don't seem mutually exclusive.

I aspire to what F. Scott Fitzgerald said (though he probably wasn't talking about dieting): "The test of a first-rate intelligence is the ability to hold two opposing ideas in mind at the same time and still retain the ability to function."