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Industry backs “Just Like Me”

This article was originally published in The Tan Sheet

Executive Summary

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)...

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