HEALTH

Alacer launches new Web strategy

BY Michael Johnsen

FOOTHILL RANCH, Calif. Alacer Corp., makers of Emergen-C, on Monday launched a multifaceted interactive strategy around its new consumer web site at http://www.emergenC.com.

The new site is the product of collaboration between Alacer’s advertising agency, Karlen Williams Graybill Advertising, and two interactive shops, Nolej Studios and Bar1, all based in New York. The site brings Alacer’s “Feel the Good” brand essence to life, employing unique functionality, entertaining imagery and easy-to-navigate content. The site includes several new “Good” features, including the opportunity for Emergen-C fans to submit their personal “Good” stories and photos, along with a “Share the Good” feature that encourages visitors to send free samples of Emergen-C products to friends and family.

“Because Emergen-C is such a great product, over the years, the brand’s primary growth has been authentic peer-to-peer recommendation,” stated Michael Galef, vice president of marketing and sales at Alacer. “It was essential in our brand strategy to harness this essence and utilize social networking and word-of-mouth marketing to further engage and reach our core demographic who are on the cutting edge of technology.”

Other engagement marketing initiatives for Alacer include the launch of an official Emergen-C MySpace page (www.myspace.com/EmergenCnation), a new mobile-to-mobile text messaging campaign and a traveling “Feel the Good Lounge” that gives people an opportunity to relax and recharge at festivals, sports venues and music events. These integrated efforts help dimensionalize the “Feel the Good” brand promise while engaging and connecting a diverse, tech-savvy community with a shared commitment to health and vitality, the company stated.

The MySpace page known as “EmergenCnation” was recently enhanced by Alacer and can facilitate user generated content in the form of video files and written testimonials, making it easy for Emergen-C users to share stories and recipes. “It seems like somebody new tries Emergen-C every day. And every day our virtual mail bag is overflowing with positive comments,” stated Meghann Seidner, brand manager for Alacer. “This new campaign advances the way we engage with current customers and prospects.”

With regard to text messaging, Alacer is taking advantage of mobile-to-mobile technology by approaching consumers with a text messaging campaign that poignantly asks “Wanna feel the good?” Through t-shirts, emails, and walking billboards on college campuses and action sports events, consumers are asked to text “FIZZ” to the mobile number 41411. The “reply to” message directs people to EmergenCnation for free samples, prizes and a chance to find their photo in the Feel the Good gallery if they visited the traveling Feel the Good Lounge.

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Natrol creates mini-show to introduce its health-focused products for the holidays

BY Drew Buono

CHATSWORTH, Calif. If the holidays stress you out, then you maybe at risk weight gain as well as unhealthy mind. Natrol is trying to combat this with showcases of its products that can combat this problem of staying healthy over the holidays.

Natrol has created “The Balancing Act,” a four-minute segment produced by Five Star Productions and features Natrol products like: Carb Intercept, 5-HTP, Melatonin Time Release and My Favorite Multiple Original Multivitamin.

The segment, which aired on the Healthy Living Channel—on Comcast, Time Warner and Dish Network—on Thursday, Oct. 11, has been posted on Natrol’s web site, www.Natrol.com, as well as on Five Star’s website.

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McNeil running ads on product withdrawal

BY Michael Johnsen

FORT WASHINGTON, Pa. As part of its voluntary recall of several nonprescription products marketed toward infant use, McNeil Consumer Healthcare is today running an advertisement in several consumer daily newspapers.

“The cough-and-cold season is here, and we have important information to share about infants’ and children’s cough-and-cold medicines,” the ad starts, noting that while the medicines are generally recognized as safe and effective when used as directed, “we have become aware of rare instances of misuse leading to accidental overdose, especially in children under the age of 2.”

“This voluntary action by McNeil Consumer Healthcare is based on the company’s long-standing commitment to the appropriate use of medications by parents and physicians,” stated Ashley McEvoy, president of McNeil Consumer Healthcare early Thursday morning. “McNeil Consumer Healthcare is committed to providing parents with safe and effective over-the-counter medications that treat their child’s cough-and-cold symptoms. In addition to taking this voluntary action, McNeil Consumer Healthcare, along with our industry partners, supports the Consumer Healthcare Products Association recommendations that were recently submitted to the Food and Drug Administration. These recommendations include label changes to OTC cough-and-cold medicines advising ‘do not use’ in children under 2 years of age. Our voluntary action in removing [these] products from the market is consistent with these recommendations.”

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