Each season, the contestants on "The Biggest Loser" have one or two celebrity visitors, from football players to surfers. But this season, the surprise represents the White House: First Lady Michelle Obama, reported Essence on October 16.
And her message is simple: Skip the soda, drink more water.
The First Lady's appearance underscores her support of a campaign urging people to drink more water launched by the Partnership for Healthier America. Learn more by clicking here.
Her appearance marks her second visit to "The Biggest Loser." In 2012, the First Lady appeared on the show to promote her Let's Move child anti-obesity campaign in 2012. However, that cause was not tied in with a sponsorship; in this case, Brita water filters is embracing her "drink more water" campaign as part of its marketing.
Other sponsors whose products will be hawked on the weight loss show include Subway, Ford, Jennie-O, Planet Fitness and General Mills. Subway revealed that its spokesman and NASCAR driver Carl Edwards will lead a workout during one of the show's episodes.
Why do sponsors pay the big bucks for a spot on "The Biggest Loser?" Monica Austin, senior VP of business and brand development at Shine, which produces the show, says sponsors return because of the "health and wellness message that only Biggest Loser can deliver for them."
The show provides them with integrated promotions. And as a result, most sponsors "buy spots, create digital elements, social campaign, retail extension and promote their involvement with the show," Austin said.
Production company Shine benefits by reducing its costs through the sponsors. An example: Planet Fitness, in its third season providing gym equipment to the show, will sponsor a challenge and be featured during multiple episodes in which contestants work out in Planet Fitness gyms. The company will also start offering Biggest Loser-branded workout cases at its gyms.