HEALTH

PowerBar and Olympian Ryan Lochte join to give America a ‘Clean Start’

BY Michael Johnsen

EMERYVILLE, Calif. — Premier Nutrition's PowerBar on Wednesday made a resolution of its own through its yearlong Clean Start Pledge designed to inspire and motivate everyone to move forward from the past and better themselves in 2017.

According to a recent PowerBar survey on commitment and goal-setting, two-thirds of Americans say they’re in need of a clean start and are determined to make 2017 a productive year after 2016 didn’t play out as hoped. PowerBar is helping to jumpstart their efforts with the brand’s new Clean Whey Bars which offer nutrient dense, ingredient rich energy with 20g of high quality protein and no artificial flavors, colors or sweeteners.

As part of the Clean Start movement, PowerBar is giving away more than 500,000 Clean Whey Protein Bars to provide the energy needed for consumers to begin their Clean Start this year.

To kick off the campaign, PowerBar will feature Olympic gold medalist Ryan Lochte in the Clean Start digital advertising creative. The 60-second anthem video can be viewed on the new microsite, PowerBarCleanStart.com, and also on media in 30- and 15-second versions. In the spot, Lochte reflects on his journey and desire to wipe away the past and start clean in 2017.

The PowerBar Clean Start Pledge is the first 360° campaign from the brand in more than 10 years and will span multiple touchpoints including digital, social, public relations, sports marketing, consumer promotions and influencer outreach.

“We can all use a clean start, especially at the beginning of the new year,” stated Doug Cornille, Premier Nutrition VP marketing. “We know athletes today are constantly striving to reach optimal performance, much like the PowerBar brand. As we continue to embrace our clean start, through evolved products and improved nutrition in the Clean Whey product line, we look forward to inspiring others to work hard on theirs. PowerBar is here to help provide the nutrition needed to do so.”

“This year, PowerBar is providing us all with a Clean Start,” Lochte said. “I basically lived off PowerBars during the Beijing Olympics, but as I look to the future, I’m excited about the brand’s commitment to cleaning up its ingredients with the new Clean Whey products. As I move forward in 2017, and recommit to swimming faster, I’m excited these bars will be part of my daily nutrition to provide the extra energy I need to stick to my Clean Start Pledge.”

The majority of goals and targets for the New Year will drop by mid-January, with the average resolution failing within 15 days, according to survey results. Over half of the survey respondents said fitness and diet goals are the most difficult goals to keep. The PowerBar Clean Start Pledge kicked off on January 18, the day after “Ditch Your New Year’s Resolutions Day.” The pledge is a commitment to move forward and not dwell on the past. Whether promising to take a walk each morning, play basketball weekly or train for a half marathon with friends, the Clean Start Pledge should encourage all consumers to use the joy of sport as a vehicle for a new beginning.

The campaign kicks off with a homepage takeover on Bleacher Report, featuring the new Lochte video, plus targeted pre-roll on Mashable, ESPN, Hulu, Youtube, Buzzfeed and a video buy in the MyFitnessPal app. The videos will also drive to PowerBarCleanStart.com where consumers can take the pledge, get inspired by others’ pledges and stories, and receive a free Clean Whey Protein Bar to provide a little energy to help them take their first steps. Fans visiting PowerBarCleanStart.com will also have the opportunity to create their own personalized Lochte Clean Start video message using AdGreetz technology to share via social channels.

After kicking of the Clean Start Pledge with Lochte, social influencers, including all 100 members of Team PowerBar, will also share their Clean Start stories on social media and document their progress throughout the year.
 

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?
HEALTH

Walgreens Flu Index points to rising flu incidence across Texas

BY Michael Johnsen

DEERFIELD, Ill.  — The Walgreens Flu Index is tracking a significant uptick in influenza across the Lone Star state, according to the company's weekly report.

The top 10 markets as measured by flu activity for the week of Jan. 15 are:

  1. Harlingen-Weslaco-Brownsville-McAllen, Texas;
  2. Lafayette, La.;
  3. Lincoln & Hastings-Kearney, Neb.;
  4. Oklahoma City;
  5. Corpus Christi, Texas;
  6. Beaumont-Port Arthur, Texas;
  7. Dallas – Ft. Worth, Texas;
  8. Joplin, Mo.-Pittsburg, Kan.;
  9. Tyler-Longview(Lufkin & Nacogdoches), Texas; and
  10. Monterey – Salinas, Calif.

                
The top 10 markets as meaured by gains in flu activity are:

  1. Harlingen-Weslaco-Brownsville-McAllen, Texas;
  2. Oklahoma City;
  3. Lincoln & Hastings-Kearney, Neb.;
  4. Corpus Christi, Texas;
  5. Joplin, Mo.-Pittsburg, Kan.;
  6. Dallas – Ft. Worth, Texas;
  7. Waco-Temple-Bryan, Texas;
  8. Lafayette, La.;
  9. Tyler-Longview(Lufkin & Nacogdoches), Texas; and
  10. Seattle-Tacoma, Wash.

The Flu Index shows which populations are experiencing the most incidences of influenza each week based on Index methodology. The data does not measure actual levels or severity of flu activity.

The Walgreens Flu Index is compiled using weekly retail prescription data for antiviral medications used to treat influenza across Walgreens locations nationwide. The data is analyzed at state and geographic market levels to measure absolute impact and incremental change of antiviral medications on a per store average basis, and does not include markets in which Walgreens has fewer than 10 retail locations.
 

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?
HEALTH

Poll: Two-thirds of Michigan voters oppose losing access to PSE cold medicine

BY Michael Johnsen

WASHINGTON  — The Consumer Healthcare Products Association on Thursday released the results of a recent poll of registered voters in Michigan showing they are strongly opposed to legislation that would require a prescription for over-the-counter cold and allergy medicines containing pseudoephedrine.

"This poll of Michigan consumers, showing that a strong majority of voters are opposed to a prescription requirement for current OTC cold and allergy medicines that contain pseudoephedrine, makes clear that there is widespread rejection of unnecessary restrictions on these types of medicine," stated Carlos Gutiérrez, VP for state and local government affairs at CHPA. "From the Upper Peninsula to Detroit, Michiganders reject this costly and over-reaching approach. There are already a number of laws on the books that help to fight the meth problem in Michigan, including the National Precursor Log Exchange, which serve as strong barriers to meth makers getting their hands on medicine containing PSE."

According to the survey:

  • Nearly two-thirds of respondents (65%) treat colds and congestion with medication, and six out of seven of them (86%) use non-prescription (OTC) medication;
  • Nearly two-thirds of respondents (62%) treat allergies with medication, and four out of five of them (80%) use non-prescription medication; and
  • Nearly seven out of 10 respondents (67%) oppose requiring a prescription for OTC cold and allergy medication containing PSE.

"Across the country, state legislatures have rejected attempts to burden consumers by unnecessarily restricting access to safe and effective OTC cold and allergy medicine containing PSE, such as Sudafed and Claritin-D," added Gutiérrez. "According to a recent report from U.S. Customs and Border Patrol, 99.8% of the meth in the United States comes from Mexico. It is important to recognize that fact as state legislators consider restricting medicines with PSE and that punishing Michigan families with unfair restrictions has proven to be an ineffective way to combat the meth scourge."

"A main priority for pharmacists is to make sure that patients have access to the medications they need to feel healthy and well. Common cold and allergy medications that have been proven safe by the FDA are easily accessible and readily available and are essential to treating patients effectively," said Larry Wagenknecht, CEO Michigan Pharmacists Association. "The results of this poll demonstrate that patients expect access to medication from pharmacists to improve their quality of care. Patients do not want to have to jump through extra hoops or incur additional expenses to acquire medications that they have been accustomed to using to treat their minor colds and allergies."

"This poll demonstrates that a strong majority of our customers do not want to be forced to visit a doctor to gain access to medicine that has been available over-the-counter for over 40 years," added Amy Drumm, Michigan Retailers Association's VP government affairs. "We strongly support efforts to stop meth production in Michigan but the solutions should be focused on targeting the criminal element that makes the drug, not honest cold and allergy sufferers."

The telephone survey was conducted by Basswood Research, Nov. 12-14, 2016, and included 600 registered voters living in Michigan. The survey margin of error was +/-4% at a 95% confidence interval, and data were weighted to reflect actual voting patterns in the state.
 

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?