HEALTH

GNC launches new brand campaign

BY Michael Johnsen

PITTSBURGH — GNC on Tuesday announced the launch of its new brand campaign, "Respect Yourself," celebrating individuals who enjoy great self-respect by living a healthy lifestyle. This campaign builds on GNC’s brand mission, since 1935, to provide consumers with health and wellness solutions in order to help them live a better life.

"GNC is the premier health and wellness brand, with a wide range of solutions and products, and we constantly strive to inspire our customers to live the best lives they can lead in terms of health and fitness," stated Joe Fortunato, chairman and CEO of GNC. "Working with Peter [Arnell], our new ‘Respect Yourself’ campaign is a concrete demonstration and integral component of GNC’s mission in helping consumers live their best lives. At the same time, the ‘Respect Yourself’ campaign also demonstrates GNC’s commitment of constantly investing in the GNC Brand through innovative products, strong customer service and effective marketing across all media channels."

GNC will also be launching a worldwide competition for customers to send in their version of "ME ON GNC," a viral campaign enabling everyone to express their own personal success stories regarding their health and fitness.  All GNC retail stores will also carry the new communications.

The multimedia campaign includes network and cable broadcast, outdoor spectaculars, national print and digital. 

All marketing and communications is led by Peter Arnell and the GNC marketing and communications team. The campaign communications, spots and print campaign were directed and photographed by Peter Arnell.


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BackJoy, celebrity fitness trainer Ashley Borden create office-friendly posture and stretch video

BY Michael Johnsen

BOULDER, Colo. — BackJoy and celebrity fitness trainer Ashley Borden on Monday released the “Sit Right – Stretch Right” online video program for easy-to-follow back exercises and stretches that can be done in the comfort of the office or home. 

With eight out of 10 Americans experiencing back pain in their lifetime, posture and stretching are two key factors to help stop back pain from happening, BackJoy noted. Unfortunately, proper desk posture is often overlooked and 80% of new gym memberships purchased in the New Year will go unused by the time Spring rolls around. Simple, attainable techniques and stretches that are done in the office can improve overall back health, make sitting more comfortable, and may even lead to higher productivity.

Featured in the video, BackJoy Posture+ is a preventative everyday seat enhancement that helps consumers sit more comfortably and correctly, improving posture, strengthening core muscles and avoiding back problems. 

In addition to the “Sit Right – Stretch Right” video program and link offered online, BackJoy has made the program’s photos and written steps available for redistribution on the company blog


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AirWare Labs to place marketing muscle behind AIR Allergy launch

BY Michael Johnsen

SCOTTSDALE, Ariz. — AirWare Labs Corp. on Monday announced it will expand its sales and promotional marketing efforts of the AIR Allergy product in addition to the Sleep/Snore product as part of its continued commitment to a national rollout.

The new marketing efforts will help expand awareness that the AIR Allergy product can be used in defense of the flu, the company stated. “Unlike the masks you sometimes see in other countries to protect from — and against — germs from co-workers and the general public, we have a discrete and better solution," stated Jeffrey Rassas, Airware Labs president and CEO. "AIR Allergy offers increased intranasal protection where we believe the flu is often contracted. Once customers experience the healthy by-product of increased oxygen flow, decreased air pollutants and the wellness benefits of essential therapeutic oils in AIR products, we are confident our products will quickly become the preferred choice for drug-free relief for common ailments and sleepless nights.”


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