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DSEA “Just Like Me” Funding Shifts, Features Added

This article was originally published in The Tan Sheet

Executive Summary

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

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Industry backs “Just Like Me”

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)...

Lights, action, supplements

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...

CRN Readies “Life” Campaign Launch with $1 Million From Industry

More than $1 million in contributions from industry stakeholders will pay for the launch later this year of the Council for Responsible Nutrition's "Life ... supplemented" public relations campaign aimed at building consumer confidence in the dietary supplement industry

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