Two influential organizations have developed campaigns to highlight
the mainstream appeal and benefits of dietary supplements (DS). The
Council for Responsible Nutrition (CRN) will launch a public relations
campaign titled “Life . . . supplemented” this month, and the Dietary
Supplement Education Alliance (DSEA) will launch a paid media
initiative titled “Just Like Me” in October.
CRN will initiate its multi-year, multi-million dollar campaign with the establishment of a “Life . . . supplemented” website (http://www.lifesupplemented.org/) in late September.1
This consumer-oriented website, which will also be accessible from the
CRN website, will include a tool to help visitors develop a personal
wellness regimen that includes DS, a healthy diet, and exercise.
“With more than 150 million Americans using supplements each year to
promote good health and well-being, these products are extremely
mainstream,” said Judy Blatman, CRN’s vice-president of communications
(e-mail, August 24, 2007).* “It makes good sense that people
incorporate supplements into their lifestyle along with the other
healthy things they’re doing. The site will be science-backed but will
focus more on the lifestyle aspects—the ‘whys and hows’ of using
supplements—rather than focusing on the ‘study du jour’.”
CRN’s campaign will also eventually include consumer research
projects, which will focus on the many Americans who take DS each year.
At this time, CRN is finalizing details and will provide further
specifics about these planned research projects at a later date.
The first year of the campaign, with a budget of just over $1
million, is being funded by 25 companies in the DS industry. “We are
still happy to bring additional companies on board to the project, but
those funds would go toward year two of the program,” Blatman
explained. “In fact, we’re already raising funds for year two and I’m
pleased to advise we have two companies already committed to year two.
Once we launch the program and companies have an opportunity to really
see what it’s all about and to see the results, we believe we’ll be
able to raise even more in year two than was raised in year one.” CRN
has partnered with the public relations and marketing firm CRT/tanaka
in developing and initiating this campaign.1
Meanwhile, DSEA, an alliance of stakeholders in the DS industry that
includes suppliers, manufacturers, distributors, and communications
professionals, has sponsored the creation of a television commercial
for its “Just Like Me” campaign, which will run in 3 test markets
(Jacksonville, FL, Hartford/New Haven, CT, and Green Bay, WI) in
October and November.2,3 The commercial features several
vignettes with positive portrayals of DS users. DSEA unveiled the
commercial in July at the Efficient Consumer Response Management (ECRM)
conference in Jacksonville, FL, the NBJ Newport Summit in Dana Point,
CA, and the Natural Products Associations’ Natural Marketplace
convention in Las Vegas, NV. Elliot Balbert, past president of DSEA and
executive chairman of Natrol, stated that the audience’s response to
the commercial was outstanding: “They were so excited that they’re
still standing and applauding in the aisles” (oral communication,
August 1, 2007).
According to Balbert, in the 3 test markets “the commercial will air
over a 6-week period with very aggressive reach and frequency.” Over
1,600 “Just Like Me” commercials, in 30-second and 60-second versions,
will be broadcast in the test cities. These commercials will appear
during network programs, and the commercials are expected to reach
nearly 97% of the viewing audience due to frequency. According to
Balbert, the commercial is expected to obtain over 21 million
advertising impressions in the test cities. The commercial will include
an offer for consumers to call a phone number or go to a website where
they can obtain over $100-worth of coupons for DS products. Local
retailers in the test cities will compile market data for DS take-away
sales during the trial period to help assess the effectiveness of the
commercial.
DSEA will also launch a national campaign in October and November,
promoting the same offer included in the television commercial through
radio programs, print publications, and other mediums. By late August,
15 publications—including Better Nutrition, Taste for Life, Total Health, Alternative Medicine, Vegetarian Times, Prevention, and Delicious—had
agreed to run full-scale ads or facsimiles in their October or November
issues to promote the campaign. Balbert stated that the combined
circulation for the publications is 7 million. Furthermore, several of
the publications plan to run the ads multiple times, which means that
they will generate even greater media impressions. Altogether, it has
been estimated that over 30 to 40 million advertising impressions will
result from the combined print, television, and radio ads throughout
DSEA’s “Just Like Me” media initiative. DSEA also plans to coordinate
with DS retailers, distributors, and manufacturers during those months,
encouraging them to offer their own sales.
DSEA first announced the campaign in February, and the program has
received funding from a wide variety of organizations including
suppliers, manufacturers, retailers, publishers, and others.4
According to Balbert, the consortium of supporters for the “Just Like
Me” campaign represents about 150 companies. “This is a campaign for
everyone in the dietary supplement channel,” said Balbert. “We’ve been
getting great support! So many people want to help.” He added that,
“The DSEA is extremely bullish over what they feel will be a positive
outcome.”
-Courtney Cavaliere
*Note: DSEA collated data from the Nutrition Business Journal
and the Natural Marketing Institute before initiating its campaign;
this data indicates that 180 million adults use dietary supplements.
References
1Council for Responsible Nutrition launches industry-wide
public relations lifestyle initiative [press release]. Washington DC:
Council for Responsible Nutrition; June 18, 2007. 2DSEA
“just like me” television commercial wraps in LA [press release].
Sarasota, FL: Dietary Supplement Education Alliance; July 2, 2007. 3“Just like me” marketing and ad campaign: first ever industry-backed paid advertising initiative set to launch. AHPA Report. July 2007:14. 4“Just
like me” advertising campaign introduced by DSEA, applauded by industry
[press release]. Sarasota, FL: Dietary Supplement Education Alliance;
February 6, 2007. |