The Atkins Diet, formally called the Atkins Nutritional Approach, is a popular low-carbohydrate eating plan developed in the 1960s by cardiologist Robert C. Atkins. The diet has several phases for weight loss and maintenance, starting with a very low-carbohydrate eating plan. The purpose of the Atkins Diet is to change eating habits to help individuals lose weight and keep it off, promoting it as a healthy, lifelong approach to eating. Throughout its history, the Atkins Diet has evolved, and so has its marketing and advertising strategies.
The Early Days of Atkins
Atkins's ideas were first published in his 1972 book, Dr. Atkins' Diet Revolution. In his early books, Atkins controversially argued that the low-carbohydrate diet produces a metabolic advantage because "burning fat takes more calories so you expend more calories," claiming it was "a high calorie way to stay thin forever."
The diet gained widespread popularity in 2003 and 2004. At the height of its popularity, one in eleven North American adults claimed to be on a low-carb diet such as Atkins. This large following was blamed for large declines in the sales of carbohydrate-heavy foods like pasta and rice: sales were down 8.2 and 4.6 percent, respectively, in 2003.
The Rise and Fall (and Rise?) of Popularity
The Atkins diet became popular in the early 2000s, with Atkins' book becoming one of the top 50 best-selling books in history. However, the diet's popularity waned when controversy was stirred over its efficacy. Evidence that the Atkins diet delivered long-term weight loss was weak, and studies began to suggest that it actually increased dieters’ risk of heart disease. Atkins himself had a history of heart problems, complicating things further.
Atkins Today: A New Era of Advertising
In recent years, the Atkins brand has sought to revitalize its image and appeal to a broader audience. A key component of this strategy is celebrity endorsements and humorous advertising campaigns.
Read also: Understanding the Atkins Diet
Rob Lowe: The Face of Modern Atkins
Rob Lowe has been the Atkins brand spokesperson since 2018. Lowe has lived Atkins as a lifestyle, being mindful of carbs and sugar, while emphasizing protein and healthy fats. He readily credits his favorite Atkins products for satisfying his cravings while keeping his health goals in check.
Lowe is known for his performance in many roles, including Sam Seaborn on The West Wing and Dr. Ethan Willis on Code Black. But perhaps his most celebrated appearance is in the hit television sitcom Parks and Recreation, where he plays the kale-crazed and relentlessly positive Chris Traeger. For many viewers of the show, Rob Lowe personifies all things health and wellness, making him an apt candidate for any diet or exercise platform.
"Who Knew?" Campaign
The "Who Knew?" campaign features Atkins brand spokesperson Rob Lowe and comedienne/actress Wanda Sykes, along with newcomer John Owen Lowe. The provocative campaign uses the sharp wit of both Wanda and Johnny to poke fun at Rob's love affair with Atkins.
"It was a blast working with my friend Wanda Sykes and my son Johnny. The chemistry, the banter - it all clicked. They both had a little too much fun poking fun at how much I love my Atkins bars, shakes and treats," said Rob Lowe. "It's no secret - I have been watching my carbs and sugar since my 30s when I realized I couldn't eat like a teenager anymore. Atkins makes it so easy with their unbelievable products that you just have to taste to believe."
The essence of this campaign is to make the viewer think differently about Atkins and consider their delicious products when they may not have before. The company’s recent ads feature Rob Lowe discussing the flexibility of the plan, noting that “this is Atkins today.”
Read also: Delicious Atkins Dinners
The Creative Minds Behind the Campaign
"Who Knew?" is developed by The ACME Idea Company, a strategic and creative agency dedicated to the building of brands. ACME has worked with The Simply Good Foods Company and Atkins since 2017. Throughout its history, ACME has partnered with top consumer package goods companies to define and reimagine many iconic brands.
"Candy Drawer" Commercial
"Candy Drawer" is the first spot in a series, launching on cable television, streaming and digital channels nationwide. Consumers can visit YouTube to see the debut commercial, "Candy Drawer." The spot will run Oct. 12 on NFL Thursday Night Football on Amazon Prime as well as Oct. The remaining "Who Knew?" spots will air throughout the next year and can be viewed on the Atkins YouTube channel.
The Atkins Diet: A Closer Look
The Atkins Diet is a low-carbohydrate, high-fat, high-protein diet. It promotes the consumption of meat, cheese, eggs, and other high-fat foods such as butter, mayonnaise, and sour cream in unlimited amounts, while bread, cereal, pasta, and other carbohydrates are restricted.
The Atkins Diet has four phases:
- Phase 1: Induction. In this strict phase, you cut out almost all carbohydrates from your diet. Instead of getting about half of your daily calories from carbohydrates, as recommended by most nutrition guidelines, you get only about 10%. In this phase, you eat protein, such as fish and shellfish, poultry, meat, eggs, and cheese, at every meal. You don't need to limit oils and fats. But you can't have most fruits, sugary baked goods, breads, pastas, grains, nuts, or alcohol. You drink at least eight glasses of water a day.
- Phase 2: Balancing. In this phase, you keep eating a minimum of 12 to 15 grams of net carbs as foundation vegetables. You also keep avoiding foods with added sugar. You can slowly add back in some carbs that are high in nutrients, such as more vegetables and berries, nuts, and seeds, as you keep losing weight.
- Phase 3: Pre-maintenance. In this phase, you slowly keep increasing the range of foods you can eat, including fruits, starchy vegetables, and whole grains. You can add about 10 grams of carbs to your diet each week. But you must cut back if your weight loss stops.
- Phase 4: Lifetime maintenance. You move into this phase when you reach your goal weight.
Scientific Backing and Health Considerations
Grounded in science and more than 100 clinical studies, the Atkins lifestyle has helped millions of people achieve their personal weight management and health goals. The Atkins Diet says that its approach to carbs will burn off your body's fat stores, control your blood sugar, and help you achieve optimal health. Once you're at your goal weight, the Atkins Diet also explains it will help you find your personal carbohydrate balance.
Read also: Atkins Diet for Vegetarians
The Atkins Diet says that its eating plan can prevent or improve serious health conditions, such as metabolic syndrome, diabetes, high blood pressure, and heart disease. And most weight-loss diets - not just low-carb diets - may improve blood cholesterol or blood sugar levels, at least temporarily. One study showed that people who followed the Atkins Diet had improved triglycerides, suggesting better heart health.
However, some very low-carb diets also restrict carbs so much that they cause you not to have enough nutrients or fiber. This can cause such health problems as constipation, diarrhea, and nausea. It's also possible that restricting carbohydrates to less than 20 grams a day - the level recommended for phase 1 of the diet - can result in ketosis. In addition, the Atkins Diet isn't a good idea for everyone. For example, the Atkins Diet recommends that you talk to your health care provider before starting the diet if you take diuretics, insulin, or oral diabetes medications. Also, people with severe kidney disease shouldn't follow the diet.
Atkins Nutritionals: The Business Side
Atkins Nutritionals was founded in 1989 by Atkins to promote the sale of Atkins-branded products. In 2005, Atkins Nutritionals filed for bankruptcy protection.
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