1963 Wate On Ad

In 1963, being thin wasn’t in. This Wate-On ad flipped the usual weight-loss script by promoting weight gain, featuring actress Eva Six as the confident voice of the curvier ideal.

Marketing Analysis

This ad nailed one thing: cultural positioning. It didn’t just sell a supplement—it sold an identity. By using Eva Six’s fame and a catchy, defiant slogan, Wate-On aligned with what society wanted at the time: fuller figures and Hollywood glamour.

Why It Works

• Takes a countercultural stance (anti-skinny) to stand out
• Leverages celebrity endorsement for instant credibility
• Sells confidence, not just a product
• Uses bold typography to make the message pop

Examples

• Dove’s “Real Beauty” campaign that redefined beauty standards.
• AXE flipped from macho to “irresistible confidence” for every guy.
• Dr. Pepper’s “Not for Women” appealed through controversy.
• Liquid Death sells water by branding it like beer.