Executive Summary

Ads featuring new Metabolife for Men carry theme "women aren't the only ones who want to lose weight," Metabolife International says. San Diego-based firm will continue ad strategy of in-store promotions, working with radio station DJs, as well as tagging product onto ads for overall Metabolife line. Men's offering, on shelves now, is similar to flagship Metabolife 356, with addition of lycopene for prostate health, HMB, ZMA mineral blend. Also, ephedra-free Metabolife Evening Formula liquid complements 356 as part of overall weight-loss program. Combination "will raise the body's metabolism, burn fat, promote lean muscle, promote energy, reduce appetite," Metabolife claims...