ATLANTA — Executives from RH Labs last week unveiled the company's $5 million marketing campaign in support of its expanded distribution of Forgiven, an alcohol metabolizer, at the ECRM Vitamin, Diet & Sports Nutrition EPPS conference here.
The brand Forgiven, co-owned by MTV host and BMX professional T.J. Lavin, is formulated with cysteine and glutamine, two amino acids required for the production of glutathione that in turn the body metabolize alcohol, according to the company. RH Labs, based in Roswell, Ga., distinguished the product from other hangover remedies — Forgiven is meant to consumer before alcohol consumption as opposed to after.
In addition to traditional advertising vehicles, Forgiven will be sponsoring a country music tour bus with MTV personalities Christ Tamburello and Leroy Garrett.
Other X-Game-styled athletes who sponsor Forgiven include UFC fighter Gray Maynard, BMXer Anthony Napolitan and motocross racer Josh Hansen.
Forgiven presently has distribution primarily through the convenience channel. Each package of three capsules retails for a suggested retail price of $4.99.