HEALTH

Vitamin Shoppe launches line of supplements certified for sport by NSF

BY Michael Johnsen

NORTH BERGEN, N.J. — The Vitamin Shoppe on Thursday announced the launch of a sports nutrition supplement line called True Athlete.

True Athlete is the only retailer line to become part of NSF International’s NSF Certified for Sport program, minimizing the risk of unwanted contaminants, according to Vitamin Shoppe. "We are proud to offer effective, high-quality, sports nutrition formulas that every athlete and health-conscious individual can trust and be confident in, without the addition of artificial ingredients," stated Marvin Barton, sports nutrition expert at The Vitamin Shoppe.

"With Vitamin Shoppe True Athlete products earning the NSF Certified for Sport designation, professional, amateur and student athletes will have a wider range of products to choose from that they know have been screened for athletic banned substances and contaminants," added Ed Wyszumiala, general manager of NSF International’s Dietary Supplement Certification Programs.

The True Athlete line will include five products, including a creatine powder, a whey protein and a multivitamin.

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HEALTH

Kaz ad campaign taps into Google Flu Trends to help drive purchase intent

BY Michael Johnsen

NORTHBROOK, Ill. — Kaz recently commissioned Blue Chip Marketing Worldwide for a new mobile campaign using location-based targeting that helps drive sales to retailers by name.

The campaign features Kaz’s Vicks Behind Ear thermometer. Ads are placed within popular mobile apps that only pop up during, in this case, a high incidence of flu through utilization of Google Flu Trends. In other words, the ad targets users who arguably have a higher need for the product — a factor that would presumably increase the purchase intent with that branded call to action.

Consumers who tap the ad are directed to a unique landing page that includes brand messaging, an instructional video, links to the mobile website and a list of nearby stores selling the thermometer, Blue Chip noted. With another tap, consumers are supplied driving directions to the nearest retailers, including Walmart, Target, Walgreens, Rite Aid and Babies "R" Us.

The New York Times last month featured the campaign in an article available here


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Natrol featured on ‘Ellen’; Sundance Film Festival next

BY Michael Johnsen

CHATSWORTH, Calif. — Talk show host Ellen DeGeneres included several Natrol nutritional products as part of her top five "12 Days of Giveaways" bonus items on "Ellen," Natrol announced Wednesday.

"Ellen is a shining example of the type of customers we stand for as a company — a successful, fast-paced person who values a healthy lifestyle and wants to ensure that the nutritional products they trust to use are as safe, natural, fast-acting and effective as possible," Natrol’s senior director of marketing Lisa Sheppard said.

The products featured on the "Ellen" show included Melatonin, AcaiBerry and Easy-C.

Later this month, Natrol will be making a debut appearance at the 2012 Sundance Film Festival in Park City, Utah, by featuring several products, including nutritional supplements, enhancements and health shakes, along with their subsidiary brands MRI and Prolab. The Natrol Zone will be held at the SkyLodge Retreat on the corner of Park City’s Main St. and Heber Ave., from Jan. 20 to 22, the festival’s opening weekend.


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