Atkins kicks off 2011 marketing campaign
DENVER — Looking to inspire weight loss among consumers, a maker of weight-management products is kicking off a new multiplatform marketing campaign.
Centered around Atkins’ free weight-loss kit — which includes the quick-start guide, chef recipe booklet, sample two-week induction meal plan, pocket carb counter with acceptable foods lists, $3 book rebate for the bestselling "The New Atkins for a New You" and three free Atkins bars — the new campaign will include advertising, online initiatives and a unique chef recipe program.
Additionally, actress Courtney Thorne-Smith once again is joining the campaign as Atkins’ spokewoman.
Monty Sharma, Atkins Nutritionals CEO, said the company’s campaign builds off its success in 2010. "The Atkins kit is unique in that it offers all the key information about Atkins for free, while providing consumers with practical tools, such as three free bars and a quick-start guide, to launch people on their weight-loss journey," Sharma said.
Helen of Troy acquires Kaz business
EL PASO, Texas — Helen of Troy Limited last month entered into a definitive merger agreement to acquire the business of Kaz for $260 million in cash, subject to certain closing working capital and other adjustments. Kaz manages the Vicks and Braun brand names under license from Procter & Gamble, Honeywell under license from Honeywell and its owned brands, Stinger, SoftHeat and Kaz. Kaz sales for the ensuing 12 months ending Dec. 31, 2011, are expected to exceed $400 million, Helen of Troy stated.
Baby boomers lift liquid vitamins
NEW YORK — The first of the baby boomers will be celebrating their 65th birthdays this year, and that means more pills. That may help explain why sales of liquid vitamins are up. Joint Juice recently answered that call with the launch of its Joint Juice Easy Shot supplement, which affords a full day’s supply of glucosamine plus chondroitin, vitamin D3 and vitamin C for those consumers looking for a pill alternative.
The article above is part of the DSN Category Review Series.
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