GNC doesn’t waste opportunity with ”Amazing Race” star Keoghan
PITTSBURGH GNC on Monday announced its sponsorship of Phil Keoghan’s new Ride Across America, which kicks off in Los Angeles March 28 and ends in New York May 9.
“This is a great time to talk up the value of biking … it’s not only good for your wallet but it also does wonders for your waistline as well,” Keoghan said. “GNC, with its Live Well approach to living a healthy lifestyle, is a great partner as we take that message across America. The Live Well mandate has perfect synergy with my personal philosophy called NOW (No Opportunity Wasted), which is all about living life to the fullest. Together with GNC, we want to share our message with as many people as possible during my 3,600-mile journey while at the same time raising awareness for the National MS Society, a fantastic charity I have actively supported for years.”
As part of the sponsorship, GNC’s on-site research and development team helped develop Keoghan’s nutritional plan and will be providing The Amazing Race star with nutritional supplements for his daily dietary needs, including: GNC Maximum Greens Complete, Pro Performance AMP Amplified Whey Protein, Pro Performance AMP Amplified Maxertion N.O., Cytosport CytoMax Pre-Formance, Cytosport CytoMax Sport Drink, Mega Men Sport Vitapak, Powerbar Gels and NOW One Square Meal.
“All of us at GNC and the National MS Society are extremely impressed with [Keoghan’s] commitment and dedication to living a healthy lifestyle and to his fundraising efforts for the National MS Society,” stated Tom Dowd, EVP stores, operations and development for GNC. “Having been fans of the The Amazing Race and [Keoghan] from the first season, we recognized what a great opportunity this was to partner with [Keoghan] and raise money and awareness for Bike MS and the National MS Society.
“We’re also very excited to have the opportunity to be the sole retailer of [Keoghan’s] fantastic tasting nutritional diet and sports bar, NOW One Square Meal, a total meal replacement that is guaranteed to be a top seller at our GNC stores,” Dowd said.
Abbott launches campaign with VH1’s Save The Music Foundation
COLUMBUS, Ohio Abbott on Thursday launched the “live.create.” campaign around its ZonePerfect Nutrition Bars, partnering with the VH1 Save The Music Foundation in support of instrumental music programs in public schools.
“The VH1 Save The Music Foundation applauds the ZonePerfect team for choosing music education as the core of its efforts to support the arts, as we work toward our goal of bringing music and creativity into the curriculum of every public school in our nation,” stated Paul Cothran, executive director of the VH1 Save The Music Foundation.
The year-long partnership will help raise awareness for the Foundation with donations coming from ZonePerfect Nutrition Bar consumers. With every UPC code entered from a single bar, the makers of ZonePerfect will donate $0.05 and for every multi-pack carton UCP code, $0.50 will be donated to the VH1 Save The Music Foundation, for a total donation of $120,000. Each code serves as an automatic sweepstakes entry to ZonePerfect’s Win a Trip for Two to the 2009 VH1 Save The Music Foundation Gala in New York City. The donation will assist in the Foundation’s efforts to purchase instruments for schools in need of music education programs.
As part of the campaign, beginning in March, during Music in Our Schools Month, the ZonePerfect brand will make stops in 12 cities and hold special music and arts events at the “live.create.” lounge from March 14 – 21 at the 2009 South by Southwest Festivals and Conferences in Austin, Texas, and another at Film Independent’s 2009 Los Angeles Film Festival from June 19 – 27. The “live.create.” lounge in Austin and Los Angeles will each showcase a signature VH1 Save The Music Foundation music event, featuring emerging artists and local student musicians who’ve benefited from Foundation-funded programs.
Ten additional tour stops are scheduled for spring and summer 2009, including events at the Seattle International Film Festival, the Chicago Blues Festival in Grant Park and Denver’s Cherry Creek Arts Festival, and will feature performances with local musicians.
NAD to Novartis: Modify or discontinue advertising claims for Extra-Strength Excedrin
NEW YORK The National Advertising Division of the Council of Better Business Bureaus on Wednesday recommended that Novartis modify or discontinue certain advertising claims for Extra-Strength Excedrin.
NAD examined claims that Novartis’ Extra-Strength Excedrin provided pain relief in as quickly as 15 minutes, based on a challenge from Wyeth. NAD examined evidence that included a study provided by Novartis on subjects who took either Extra Strength Excedrin or a placebo. NAD determined that the evidence demonstrated that while some consumers may feel some relief in fifteen minutes, most consumers will not experience perceptible relief in that short of a time period.
NAD recommended that the advertiser either discontinue the claim or substantially modify it to reflect the results of its study — that some people, not most, will experience some relief in as little as 15 minutes.
“Novartis respectfully disagrees with the NAD’s decision as to how consumers interpret its express claim ‘Start[s] relieving your headache in just fifteen minutes,’” the company stated in its response to NAD.
Novartis has reported it will appeal certain NAD findings to the National Advertising Review Board.
NAD, the advertising industry’s self-regulatory forum, examined broadcast advertising for the product following a challenge by Wyeth, a manufacturer of competing pain relief products.