HEALTH

PowerBar launches ad campaign featuring Michael Phelps

BY Michael Johnsen

GLENDALE, Calif. PowerBar last week launched a new national advertising campaign featuring six-time Olympic gold medalist and twenty-time World Champion Michael Phelps.

Carrying the tagline Power To Push, the campaign is designed to offer a window into an athlete’s mind as they battle both physical and emotional barriers to reach their goals. It will be executed via a comprehensive integrated marketing program throughout 2008 including television, print and online advertising, event marketing and consumer engagement opportunities.

The 30-second Phelps television spot creatively positions the world-famous swimmer against sharks in the water as a metaphor for his competition heading into the 2008 Olympic Games in Beijing. It will air on targeted sports programming through the third quarter of 2008 including ESPN, Discovery Channel, TNT, Versus Tour De France coverage and NBC Olympic Trial events.

“Michael is recognized as possibly the greatest swimmer in history, and it’s no secret that every guy in the water sees him as the one to beat,” stated PowerBar Sports marketing manger Chad Comstock. “PowerBar has long been a part of Michael’s training regimen so he’s a natural fit to bring this ‘Power To Push’ campaign to life. As he prepares for the 2008 Games, PowerBar will be there to help push him through his grueling training sessions in an effort to help him achieve his goals.”

Phelps will also appear in a dedicated Power To Push print ad supporting the company’s new PowerBar Energize Fruit Smoothie Bar, a new natural fruit flavor offering of the original energy bar Phelps has been using to power through his pool workouts since his early swimming days.

In addition to Phelps, the Power To Push campaign will also be executed by a series of print ads featuring climber Tommy Caldwell and what drives his free ascents on El Capitan, and Amy Palmiero-Winters, a world-class amputee marathoner and triathlete. The ads will first appear in the April – May issues of a variety of sport enthusiast titles including Bicycling, Runner’s World, Outside, Men’s Health and Women’s Health.

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Havas to handle Adams Respiratory media planning

BY Michael Johnsen

NEW YORK Adams Respiratory Therapeutics, recently acquired by Reckitt Benckiser, has shifted its media planning and buying account to Havas’ Media Planning Group, Adweek reported last week.

According to the report, Adams spent more than $85 million promoting Mucinex and Delsym last year, up from $65 million in 2006.

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Pharmavite names Brooks vice president of science, technology

BY Michael Johnsen

NORTHRIDGE, Calif. Pharmavite earlier this month named James Brooks to vice president, science and technology.

“We are very enthusiastic about James joining the Pharmavite team,” stated Connie Barry, Pharmavite president and chief executive officer. “The more than 20 years of management experience be brings fromthe food science, plant physiology and product development sectors will help further solidify Pharmavite as an industry leader committed to offering high-quality, science-based products. We also look forward to leveraging his development and research experience on soy-based nutritional products to drive growth for the SOYJOY business in theU.S.”

Brooks, who will report to Barry, previously served as the head of research and product development for Bolthouse Farms, a privately held company that sells retail beverages, juice concentrates, fiber and fresh produce. He has also held research and development and senior scientific positions with Syngenta in the Netherlands, Campbell Soup Co., Nestle and Abbott Laboratories.

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