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GNC launches new global campaign

BY Dan Berthiaume

PITTSBURGH — GNC Holdings is launching a new national brand campaign: "Beat Average." The campaign is designed to open a conversation with health-and-wellness consumers about their daily personal wellness goals and how GNC can be their ongoing partner and ally in beating average.

Developed by Carmichael Lynch, its agency of record, the campaign will debut globally in GNC’s 8,500 stores on April 25 and will premiere during network prime time on May 3. The campaign includes a mix of network prime, premium and targeted cable, out of home, newspaper, magazine and online media.

"Since 1935, we have been committed to being above average in our products, stores and customer service,” said Joseph Fortunato, chairman, president and CEO of GNC Holdings, “Our array of superior products can meet a wide range of individual needs. This campaign is grounded in GNC’s DNA and establishes ‘average’ as a common enemy we all can relate to when it comes to health and wellness. No matter who you are, average is in all of us and GNC is here to encourage everyone to "Beat Average" in regards to achieving their overall wellness goals and helping to celebrate their successes."

 

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New marketing platform lets brands target affinity groups

BY Antoinette Alexander

NEW YORK — InComm, a prepaid product and transaction services company, and Marketing Werks, a division of Crossmark, have announced the launch of Afiniti, a platform to deliver targeted, brand-specific rewards and content to members of affinity groups.  

Afiniti leverages InComm’s payment platform and Marketing Werks’ brand engagement platform to create opportunities for brands to directly access members of affinity groups. Afiniti uses data and insights to deliver customized offers, information and rewards that are instantly redeemable in-store at the point of sale.

Afiniti will be available across multiple classes of trade by June 2014.
 

 

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Colgate sees boost in North America Q1 sales

BY Antoinette Alexander

NEW YORK — Colgate-Palmolive today reported that North America net sales increased 2.5% during the first quarter.

The company noted that new product launches in the United States contributed to volume growth. Market share gains year to date were seen in manual toothbrushes, mouthwash, dish liquids, liquid cleaners and fabric conditioners. In toothpaste, Colgate Optic White, Colgate Optic White Dual Action, Colgate Optic White Platinum Whiten and Protect, Colgate Total Advanced Clean and Tom’s of Maine toothpastes had strong sales during the quarter, the company stated.

In manual toothbrushes, its U.S. market share reaching a record 41.9% year to date, up 4.5 share points versus the year ago period. This success was driven by strong sales of Colgate 360° Optic White Toothbrush + Built-In Whitening Pen, Colgate 360° Optic White, Colgate 360° Total Advanced Floss Tip bristles and Colgate Slim Soft manual toothbrushes, the company stated.

Worldwide net sales for the quarter totaled $4.33 million in first quarter 2014, even with first quarter 2013.

Net income and diluted earnings per share in first quarter 2014 were $388 million and 42 cents, respectively. Net income in first quarter 2014 included an after-tax charge of $174 million related to the re-measurement of the Venezuelan balance sheet as a result of several changes to Venezuela’s foreign exchange system enacted by the Venezuelan government during the first quarter of 2014. Net income in first quarter 2014 also included $74 million of after-tax charges resulting from the implementation of the previously disclosed four-year 2012 Restructuring Program and costs associated with the sale of land in Mexico.

Net income and diluted earnings per share in first quarter 2013 were $460 million and 48 cents, respectively. Net income in first quarter 2013 included after-tax charges of $166 million.

 “We expect our growth momentum to continue as we progress through the year. Our 2012 Restructuring Program is on track and proceeding smoothly. We also continue to be sharply focused on our aggressive funding-the-growth programs and our strategic worldwide pricing initiatives,” said Ian Cook, chairman, president and CEO.

Cook added, “Looking forward, we anticipate another year of strong organic sales growth and gross margin expansion in 2014, and expect diluted earnings per share for the year to grow 4% to 5% on a dollar basis and at a double-digit rate on a currency neutral basis.”

 

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