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“Losing weight clicked for me when I realized that Weight Watchers online was for guys, too. It’s not all rainbows and lollipops,” one man said in the ads. Another recalled his friends teasing him about being on the program: “I go, ‘Really? I look a lot better than you right now.’”

During the first five weeks of the campaign, the percentage of men using Weight Watchers online rose from about 8 percent to 15 percent of all users. The company is planning a new campaign for early next year.