Weight Watchers reaped shit storm for advertising campaign on Tinder

A Weight Watchers advertising campaign is currently causing outrage. Influencer Paul Ripke advertised the company on Tinder. User who the photographer and podcaster matched, but did not receive nice messages, but diet tips.

Nutrition tips instead of date requests? Apparently, this does not go down well with users of the dating app Tinder. The diet company Weight Watchers had to learn that the hard way, like the mirror reported.

Weight Watchers: Shitstorm for advertising campaign on Tinder

Weight Watchers previously published an advertising campaign on Tinder on behalf of influencer Paul Ripke. Users were lured with a profile that looked like it had been set up by Ripke himself.

The account portrayed him as a health lover who also wanted to cook with each new match. Anyone who felt addressed by this and swiped to the right received a supposedly personal message from Ripke, which said:

You + healthy habits. I’ve been around for a long time and have finally found myself and my center. Are you also longing for inspiration and support on your journey to more balance and a healthy lifestyle? Join Weight Watchers now and taste new habits. Register now.

Weight Watchers has received massive criticism

on Instagram artist Kim Hoss published screenshots of the advertising campaign. This caused outrage on social media.

A follower described the advertising strategy as encroaching. In a message to the company’s Instagram account, Hoss himself asked whether there was a profile that addressed men equally.

Rippe apologizes

Ripke also took on his Instagram profile Position on the Tinder campaign. He had approved the advertising measure in the past. However, both a different photo of the influencer and different text were ultimately published in the campaign.

Ripke also told outraged users that they rightly perceived the Tinder advertising as encroaching. The whole concept was a stupid idea.

“That wasn’t okay. I would like to personally apologize to everyone who received this advertisement,” writes the photographer in his Insta story.

Weight Watchers regrets Tinder campaign

As Ripke also wrote in his post, he asked Weight Watchers to stop the campaign immediately. The company followed this request.

A spokeswoman explained that they failed to present Ripke with the final advertising material mirror. The communication on Tinder was insensitive. The company takes full responsibility for this. In addition, Weight Watchers described the process as a gross misjudgment.

Who is Paul Ripke?

Ripke is a German photographer who has also made a career as an influencer. In addition to his former collaboration with Weight Watcher, he also supports the Mercedes AMG Formula 1 Tea and the German national soccer team.

From January 1, 2023 at the latest, the influencer no longer wants to work with Weight Watchers. And the diet company also announced that Ripke would no longer appear as a brand ambassador.

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