HEALTH

Christine Dumas tapped as speaker for CRN annual symposium

BY Michael Johnsen

WASHINGTON The Council for Responsible Nutrition on Tuesday announced consumer, health and lifestyle reporter Christine Dumas is slated to join other top-notch experts as a speaker at The Conference, CRN’s annual symposium for the dietary supplement industry taking place in Austin, Texas, Sept. 29 to Oct. 2.

“If you’ve heard the term ‘social media’ but really want to understand what the term means from a big picture perspective for journalism and specifically for our industry, you’ll want to attend this session,” stated CRN annual conference chair Bill Van Dyke, president, B&D Nutritionals. “Her vast experience as a journalist and in analyzing and understanding consumer trends, makes her a very relevant addition to an already fantastic lineup of speakers for CRN’s annual conference.”

Dumas will discuss media trends in relation to the dietary supplement industry during the popular “Breakfast with…” session on the final day of The Conference.

As a reporter, Dumas’ stories have been featured on “NBC News Today” and “Today: Weekend Edition.” Additionally, Dumas has regularly appeared as a medical correspondent on Fox News Channel’s “Weekend Live” and has been featured on “Oprah” and “The View.”

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Reckitt Benckiser expands marketing initiatives with PoweRBrands

BY Michael Johnsen

PARSIPPANY, N.J. Reckitt Benckiser on Friday announced the launch of what may be the first social media game on Facebook to promote specific brands.

The game PoweRBrands, targeted toward 18 to 30 year olds, is designed to mirror the real-life experience of being a marketing executive in such a leading edge company as RB.  By joining the “virtual RB” as a marketing executive, the player progresses through a combination of tasks and teamwork, and climbs the corporate ladder to eventually become global “president.”

PoweRBrands has been developed in partnership with Euro RSCG Riley and Nudge Social Media. It’s the first Facebook game of its kind, giving the player an opportunity to test their marketing and business ability, learn strategy and decision-making skills, and be introduced to the unique culture and challenges that face RB marketers every day.

“Over the last two to three years we have been developing a series of initiatives to reach out to talented students and people early on in their career,” stated Andraea Dawson-Shepherd, RB’s global communications director. “We aim to show them how RB operates, demonstrate the global nature of our operation, and underline the RB culture and how it differs from most ‘fast-moving consumer-goods’ companies,” she said. “The game is the logical ‘next step’ in building a strong online presence and it’s totally in keeping with our commitment to continuing innovation.”

RB already is an award winner in the digital realm, recently having been recognized for best use of social media at the Recruitment Advertising Awards and best website for organizations recruiting fewer than 100 graduates by the Association of Graduate Recruiters. The group’s campaign was also nominated in this year’s Digital Marketing Awards and CIPD Awards.

The game is supported by a Facebook fan page, also developed in partnership with Euro RSCG Riley, where players will be able to exchange news, and catch up on game changes and innovations. They’ll also be able to give feedback, provide ideas for new themes, and get all the latest information on poweRBrands.  Players who want to learn more about RB can link to the careers website at RB.com.

RB’s portfolio of products includes 17 global “powerbrands” including:  Lysol, Finish, Woolite, Clearasil, Mucinex and French’s.  Reckitt Benckiser’s 17 global Powerbrands account for two-thirds of its net revenue, the company stated.

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Gaining ‘Insight’ on ear care

BY DSN STAFF

LANGHORNE, Pa. —Insight Pharmaceutical has made a point this year to tie its Auro-Dri ear care product into the summer swimming season, and is raising quite a bit of awareness among moms in the process.

More than 10,000 children on four continents bobbed, floated and flutter kicked their way into the record books by participating in The World’s Largest Swimming Lesson on June 3 as part of an event that was co-sponsored by Auro-Dri. A month before, Insight communicated with the leading “mommy blog” sites to help generate awareness around the event, which took place across hundreds of aquatic facilities—from Disney’s Typhoon Lagoon to community centers in the Bronx.

Other initiatives this summer include the sponsorship of SwimAmerica, which operates some 400 professional learn-to-swim programs across the country, and the introduction of an interactive website featuring world-record holder and gold-medalist swimmer Aaron Peirsol.

In conjunction with both of these events, Insight distributed $1-off tear offs, all of which are expected to drive plenty of trips to the ear care aisle. For the 52 weeks ended June 13, SymphonyIRI Group reported relatively stable sales of $102.9 million across all of ear care.

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