HEALTH

Reckitt Benckiser looks to ‘thrill’ consumers

BY Michael Johnsen

PARSIPPANY, N.J. — Reckitt Benckiser on Tuesday announced the launch of Urban Thrill, an online free runner-themed game available on RB.com for free.

The game allows users to mimic the fast-paced, risk-taking and dynamic environment of the consumer packaged goods company by completing free runner challenges across nine countries. The launch of Urban Thrill is a significant component of RB’s corporate brand campaign, the company stated, which was designed to create awareness among graduates and people early on in their business careers.

Free running is a form of urban acrobatics in which participants, known as free runners, use the city and rural landscape to perform athletic movements through its structures.

The game allows a global team of free runners to complete challenges over nine of the world’s most dynamic urban settings, including cities throughout Europe, Brazilian cities in South America and cities in the United States in North America.

The game and characters will be branded with RB and its 19 Powerbrands, including Lysol, Finish, Durex, Frank’s Red Hot Sauce, French’s and Clearasil.

The game concept was developed in partnership with The Workroom and viral game and social media specialists Tamba, who also designed and built the game. They used free running professionals as official consultants.

"Urban Thrill is a dynamic online game [that] takes the essence of the Arts of Movement and applies that same spirit as a metaphor to describe what it’s like to work at RB — a unique and trail-blazing company with fantastic brands that provides an inspiring work environment of self-expression and tenacity to all of its employees each day," Brendan Riley, free runner ambassador from EMP Parkour, said.

The game builds on past successes of a number of RB’s social media initiatives. Last year’s success of the "poweRBrands" game on Facebook showcased how social media games are a great way to raise corporate brand awareness among graduates and early careerists. The game enabled players to work in a consumer goods company and rise to become global president. Urban Thrill can be found on RB.com/UrbanThrill.

"RB has a unique culture that’s most suitable for adventurous young professionals who enjoy freedom to act, coupled with a fast-paced and agile environment," stated Rob de Groot, RB’s EVP North America and Australia. "Our decision to use an extreme sport like free running to capture the essence of working at RB underscores our desire to showcase the spirit of our corporate culture in a fun way. To continue our rapid global growth, we’re always looking for ways to increase brand awareness among the next generation of young professionals."

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HEALTH

InhalerWear introduces pediatric asthma compliance tool

BY Michael Johnsen

BOSTON — InhalerWear on Tuesday announced its launch of a neoprene cover for inhalers that will help make carrying around an inhaler “trendy and cool” to children and teenagers. The new inhaler can be clipped to a backpack, purse or belt loop.

"We started InhalerWear because we knew the challenge facing parents was not in getting their kids to use their inhaler, but to get them to carry their inhalers with them at all times,” stated co-founder Rob Fiore.

"This product is a one-of-a-kind, must-have item for those who carry a rescue inhaler,” added Kimberly Mastrullo, InhalerWear director of operations. “There’s nothing in the marketplace today like our patented neoprene inhaler cover.”

InhalerWear holds the exclusive patent to the inhaler covers and offers them for purchase at InhalerWear.com for $7.99. Nearly 10% of all children suffering from asthma, InhalerWear noted, and children and teenagers present a unique problem given their age and the issue of needing to fit in during adolescence. Many children forget, lose or just don’t comply with their parents to keep their inhalers with them during afterschool activities or other times when their parents aren’t present to carry the inhalers for them.

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CRN, ASN honor two researchers for work in supplement industry

BY Michael Johnsen

WASHINGTON — The Council for Responsible Nutrition and the American Society for Nutrition on Monday recognized two researchers for their work in the supplement industry.

Xiang-Dong Wang and Mario Ferruzzi were awarded the Mary Swartz Rose Senior Investigator Award and the Mary Swartz Rose Young Investigator Award, respectively, at ASN’s Scientific Sessions and Annual Meeting.

Wang, senior scientist and director at the Nutrition and Cancer Biology Laboratory at Tufts University, is a recognized leader in the field of nutrition and cancer prevention, particularly with regard to his research on carotenoids/retinoids and their impact on carcinogenesis. Wang has co-authored numerous published peer-reviewed journal articles about the impact of specific bioactives on certain cancers. He is affiliated with ASN and the American Society of Cancer and Research.

Ferruzzi, associate professor, food science and nutrition, Purdue University, is recognized for his research on understanding the impact of the food matrix and food processing on phytochemical stability, bioavailability and metabolism. Ferruzzi serves as a member of the Institute of Food Technologists, the American Chemical Society and the American Society for Nutritional Sciences. The awards are jointly presented by CRN and ASN to recognize outstanding research on the safety and efficacy of bioactive compounds for human health.

The awards are named in honor of the late Mary Swartz Rose (1874-1941), founder and president of what was then the American Institute of Nutrition (now ASN). The Mary Swartz Rose Senior Investigator Award is given to an investigator with 10 years or more of postgraduate training, for outstanding preclinical and/or clinical research on the safety and efficacy of dietary supplements, as well as essential nutrients and other bioactive food components that may be distributed as supplements or functional food components. The Mary Swartz Rose Young Investigator Award is based on the same qualifications, but is given to an investigator with 10 years or less of postgraduate training. Made possible by a $50,000 grant from CRN to fund the awards over five consecutive years, this is the fourth year that CRN has presented this award.

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