Lights, action, supplements

Executive Summary

The first spot for the Dietary Supplement Education Alliance's "Just Like Me" campaign will be unveiled to the industry in 30- and 60-second versions during the week of July 16, DSEA says July 2. Director Charles Abehsera, with Back Home Pictures, filmed the ad in the Los Angeles area with a cast and crew of nearly 100. The ad includes an offer of $100 in coupons for consumers (1"The Tan Sheet" June 25, 2007, p. 12). DSEA will air the commercial in test markets before launching the campaign, which also includes print, radio ads and point-of-sale materials, in October in the health food sales channel...