Industry backs “Just Like Me”
This article was originally published in The Tan Sheet
The Dietary Supplement Education Alliance readies the supplement industry's image-improving campaign "Just Like Me" with the Aug. 6 unveiling of "A Healthy Dose of Wanderlust" prototype print ad set for October launch in consumer publications nationwide. The campaign includes additional ads "A Healthy Dose of Rebellion" and "A Healthy Dose of Hang Ten" set to launch in November and December and is geared to change consumers' attitudes toward dietary supplement benefits. Participation by sponsors like NBTY, GNC, NOW, Natrol, Enzymatic Therapy, Vitamin Shoppe and Natural Factors has been "overwhelming," with the firms offering more than $100 in coupons as part of the campaign, DSEA says. The discount represents a change in plans for DSEA after chief campaign sponsor Leiner Health Products withdrew its support for the industry's public relations initiative (1"The Tan Sheet" June 25, 2007, p. 12). Health-oriented publications including Better Nutrition, Delicious Living, Alternative Medicine, Kiwi, Let's Live, Muscle and Body and others will run the ads. The campaign also includes television, radio ads and point-of-sale advertising materials, DSEA says. The alliance announced the campaign in February (2"The Tan Sheet" Feb. 12, 2007, p. 17)...
You may also be interested in...
The Dietary Supplement Education Alliance is changing its paid advertising campaign to promote the industry - including cutting costs by nearly half and allowing participating firms to offers coupons to consumers - to adjust to the loss of support from the largest backer, Leiner Health Products
The Dietary Supplement Education Alliance unveiled the prototype of its Just Like Me paid-media campaign at the Focus on the Future conference in Scottsdale, Ariz., Feb. 1
Creekside Natural Therapeutics might hear from the FTC after failing to show in an industry self-regulation forum that it would correct misleading claims for its Focused Mind Jr. supplement promoted as an alternative to ADHD drugs.
Sign in to continue reading.
Need a specific report?
1000+ reports available
New to Pink Sheet?
Start a free trial today!
Register for our free email digests: