Artist/Maker Weight Watchers International, Inc.

Diet cola can

ca. 1976

Aluminum

Overall: 2 1/2 × 4 3/4 in. (6.4 × 12.1 cm)

Purchase

2016.22.1

Weight Watchers was created in 1961 in Little Neck, Queens by Jewish housewife Jean Nidetch. Failing to lose and keep off the pounds after trying various diet regimes and pills, she joined a diet clinic sponsored by the New York City Board of Health that combined a sensible diet with regular meetings. After losing 20 pounds, Nidetch contacted several overweight friends and founded a support group. Her weekly meetings quickly took off, and two years later, Weight Watchers International was incorporated. Branded products have been essential to the Weight Watchers program and its success from its earliest days. By the late 1960s, cookbooks, magazines, frozen dinners, pre-packaged foods, videotapes, and food scales were marketed to help guide food and calorie intake, and to reinforce the sense of membership and community so central to the program’s philosophy.

DescriptionCylindrical aluminum can, 12 fluid ounces; printed red, white, and blue; logo on front and back, image of scale with “Weight/ Watchers/ COLA/ DIETARY/ CARBONATED/ BEVERAGE” and soda glass with straw in center; “no sugar/ 12 FL. OZ.” below; nutrition information, ingredients, and distribution information printed on sides; puncture holes on bottom.

ClassificationsADVERTISING & BUSINESS EPHEMERA