HEALTH

Jimmy Johnson to be featured in new ExtenZe commercials

BY Michael Johnsen

ENCINO, Calif. The InterMedia Group of Cos. on Wednesday announced that ExtenZe spokesman Jimmy Johnson, Fox NFL Sunday host and newest "Survivor" castaway, will participate in a new round of commercials that will relate stories of what some of his colleagues in sports and the broadcast booth have said to him since he joined up with ExtenZe.

 

And to top off the 30-minute spot, Johnson’s wife Rhonda Johnson makes an appearance with her own brand of repartee.

 

 

"Jimmy Johnson’s affable approach to endorsing this sensitive personal product has really given the ExtenZe campaign tremendous momentum in all media and communication channels, taking on a life of its own," stated Robert Yallen, CEO of the InterMedia Group of Cos. "Product awareness and sales have soared, and the credibility he brings to the table is undeniable. In this next series of ads, we’re simply capitalizing on the buzz and showing that ExtenZe is all about the fun."

 

 

In the commercial, the former Dallas Cowboys and Miami Dolphins coach notes that ExtenZe isn’t about "not being enough; it’s about maximizing what you already have." Johnson shares the screen with Mixed Martial Arts fighter Pat Mitetich and NASCAR driver Kevin Conway. Johnson and Conway kid about being pressed by everyone they meet for product samples.

 

 

ExtenZe was the leading direct TV commercial on television in 2009, according to Infomercial Monitoring Service rankings, InterMedia Group noted. ExtenZe, for which InterMedia’s subsidiary InterQuantum handles retail chain marketing and distribution, now is in Walmart, Walgreens, CVS, Rite Aid and GNC. The product also scored No. 1 in sales in the mineral supplement category at retailers for the past 104 weeks, according to InfoScan Reviews, InterMedia Group added.

 

 

The new ExtenZe spots will air on ESPN, BET, Discovery, AMC, FX and Speed Networks, among others.

 

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Enzymedica encourages consumers to take digestive health challenge

BY Michael Johnsen

PORT CHARLOTTE, Fla. Enzymedica on Tuesday launched a campaign to drive awareness around enzymatic therapy as a way to improve overall digestive performance through the company’s 14-day “Take the Digest Challenge!”

 

For consumers taking the challenge, Enzymedica recommended its Digest Basic formula along with every meal or large snack for 14 days. Within the first two weeks, consumers should realize reduced digestive distress, increased energy and improved regularity, the company stated.

 

 

“Enzymes perform a multitude of functions in the body,” noted Kelly Crinnion, a representative for Enzymedica. “They aid everything from digestion to healthy energy levels. A daily enzyme supplement like Enzymedica’s Digest Basic provides the body [with] needed support,” she said. “Promoting proper digestion will encourage a healthy intestinal environment. … This can help relieve occasional constipation and irregularity.”

 

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New PowerBar High Intensity rolls into retail

BY Michael Johnsen

FLORHAM PARK, N.J. Nestle Performance Nutrition on Tuesday announced its entry into the sport dietary supplement category with the launch of a line of dietary supplements under the brand PowerBar Elite Series High Intensity. Formulated with sustained-release beta alanine for endurance, the line will carry the NSF Certified for Sport certification for sports nutrition products.

 

"With studies published in the last couple of years, the amino acid beta alanine appears to be joining a small list of nutritional ingredients with good scientific support for helping athletes perform at their best," stated Eric Zaltas, business development director for Nestle Performance Nutrition. "Providing the sustained-release form of beta alanine and gaining NSF certification were important considerations for us as we move into the sports dietary supplement category."

 

 

Studies suggest beta alanine supplementation can enhance performance in efforts lasting between one minute and 10 minutes, such as cycling over the top of a hill, high-intensity interval training or in sports events falling within this range.

 

Each PowerBar High Intensity two-tablet serving provides 1.6 g of beta alanine. For optimum results, athletes should take two tablets twice daily for the first four weeks and two tablets once per day thereafter. With this regimen, athletes typically see results in four to eight weeks.

 

The supplement started shipping in September through sports specialty retailers and PowerBar.com for a suggested retail price of $39.99 per 56-serving bottle.

 

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