By Katherine Zoeller Posted December 1, 2011, 12:20 PM EST
Jenny Craig is looking to raise its profile, and after a recent spate of notable names as brand ambassadors, the weight management company used the introduction of its latest spokesperson, Mariah Carey, to roll out a revamped image and new relationship with the American Heart Association. To tout this launch, the brand took over the meeting spaces of the Four Seasons Hotel for a press conference November 9.
Streamlined in design, the morning event produced by Caravents not only brought the singer to the stage for a one-on-one interview with Gayle King, but it debuted a new logo, name, and program to the gathered media outlets. The brand, now known as Jenny, also took the opportunity to announce its support of the American Heart Association’s “My Heart. My Life.” initiative, a multifaceted program that focuses on improving cardiovascular health and will involve Carey's participation.
Producers of the press event wanted to show off the new look and feel of the brand with areas flaunting the food-pairing programs while seamlessly integrating the Carey-King interview. That element was streamed live to the Web via Ustream. With no time for rehearsal and no room for error, the crew opted to use multiple rooms for a better traffic flow, a configuration that also included four rooms set aside for post-presentation interviews with Carey.
Caravents translated the clean design of the logo through an uncluttered setting with white as the base color and floral arrangements and fruit-and vegetable-filled vases adding pops of color. The stage was equally as modern—the simple backdrop featured a zipper and a small cluster of butterflies, with the former representing Jenny's weight-loss program and the latter a subtle reference to Carey, who released an album titled Butterfly in 1997 and even painted her stomach with the symbol while she was pregnant.