HEALTH

Alacer inks deal with Burton to sponsor snowboarding events

BY Michael Johnsen

FOOTHILL RANCH, Calif. Alacer last week signed a deal with Burton to become the official health and energy drink mix sponsor of the snowboarding competition 2008 Burton Super Demo Tour and Burton U.S. Open with its Emergen-C brand of dietary supplement health drink mixes.

The partnership will feature sampling from Emergen-C’s signature Feel the Good Lounge in the Burton Demo Igloo, daily giveaways and a chance to win a free trip to the Burton U.S. Open.

“Alacer is very excited that Emergen-C will be a sponsor for this year’s Burton Demo Tour and U.S. Open,” stated Monica Sikorski, special events and promotions manager for Alacer. “It’s only natural that two lifestyle brands with such active, passionate fan bases should come together,” she said.

“We’re stoked to be working with Emergen-C,” commented Bryan Johnston, senior vice president of global marketing at Burton. “Our riders and staff travel all over the world to competitions and film shoots. Having Emergen-C as an event partner is an authentic and important relationship because we work so hard to stay healthy throughout the winter months.”

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HEALTH

Reckitt Benckiser makes $2.3 billion offer for Adams

BY Michael Johnsen

CHESTER, N.J. Reckitt Benckiser Group on Friday commenced its previously announced cash tender offer for all of the outstanding shares of Adams Respiratory Therapeutics in a deal that would be worth $2.3 billion, first announced Dec. 10.

The deal will expire if not approved by Adams’ shareholders by Jan. 23.

The offer is being made through Twickenham, a wholly-owned subsidiary of Reckitt Benckiser. Adams’ board has unanimously determined that the offer is fair to and in the best interests of Adams’ stockholders and recommended that holders of Adams common stock accept the offer and tender their shares in the offer.

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HEALTH

NAD finds in favor of Relaxane’s ad claims

BY Michael Johnsen

NEW YORK The National Advertising Division of the Council of Better Business Bureaus has determined that advertising claims for Relaxane, a dietary supplement advertised by Indegene Pharmaceuticals to relieve the symptoms of stress, are supported by the evidence provided by the advertiser.

NAD examined labeling claims and Internet claims that included: 

  • “For the first time—a clinically tested non-addictive product that relieves the symptoms of everyday stress.”
  • “Relaxane is effective in managing everyday stress, it alleviates multiple symptoms of everyday stress—frustration, irritability, restlessness, stress-related gastrointestinal discomforts (fullness, bloating, cramps) and stress-related minor muscle pain.”
  • “Relaxane is designed to provide stress relief and address multiple symptoms of stress.”
  • “Relaxane is an innovative stress reducer, clinically tested, optimized plant-derived Natural molecular composition of valeriana officinalis, melissa officinalis, passiflora incarnata and petasites hybridus that work on the multiple symptoms of stress.”

The advertiser presented as evidence three studies performed on the product.

Following its review of the evidence, NAD was satisfied that the challenged advertising clearly conveys that Relaxane is for, and has been tested for, relief and alleviation of the symptoms associated with stress. NAD determined as well that the advertiser provided a reasonable basis for a claim that Relaxane, when taken as directed, is non-addictive.

Indigene Pharmaceuticals, in its advertiser’s statement, said the company is pleased that NAD has found that claims for Relaxane are substantiated. “In particular,” the company stated, “Indigene Pharmaceuticals, is pleased that NAD has found that clinical testing on a Relaxane product itself is the gold standard for supporting advertising claims.”

NAD, the advertising industry’s self-regulatory forum, has expanded its review of dietary-supplement advertising, pursuant to a series of grants made by the Council for Responsible Nutrition. 

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