HEALTH

Rainbow Light Nutritional Systems features women leaders in new marketing campaign

BY Michael Johnsen

ANAHEIM, Calif. — Rainbow Light Nutritional Systems on Friday unveiled its new Game Changer/Life Changer marketing campaign at Natural Products Expo West in Anaheim, Calif. The campaign features women leaders who are making impacts in community health. In addition, each of the Game Changers will receive a donation to their cause through Rainbow Light’s newly announced corporate social responsibility program, Circle of Care.

The Game Changer/Life Changer campaign is a brand evolution that touches all aspects of Rainbow Light’s marketing organization from logo and package design to creative strategy, the company stated. 

"The Game Changer campaign symbolizes Rainbow Light’s innovative leadership in the supplement arena as well as the philosophy that people have the power to transform their own health and the health of their communities," stated Michael Galef, Rainbow Light VP marketing. "Whether it’s our game-changing formulations or our corporate social responsibility initiatives to fight malnutrition and plastic pollution in our natural habitats, Rainbow Light is proof that businesses can do well by doing good."

Rainbow Light’s Game Changers include:

  • Anna Cummins — founder of 5 Gyres to end plastic pollution;
  • Marianne Williamson — author and spiritual teacher;
  • Gina Belafonte — arts activist;
  • Betsy Hall McKinney — mother, social entrepreneur and president of The Founding Mothers; and
  • Kathy Valentine — philanthropist and former Go-Go’s band member

In addition, Valentine will perform during a special guest appearance at Rainbow Light’s Expo West party on Friday.

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CRN editorial counters report in Annals of Internal Medicine

BY Michael Johnsen

WASHINGTON — Scientists from the Council for Responsible Nutrition addressed a key group of healthcare practitioners regarding recent studies on multivitamin and multimineral supplements in the Annals of Internal Medicine through a review published in the Natural Medicine Journal, the journal of the American Association of Naturopathic Physicians.

CRN’s Duffy MacKay, SVP scientific and regulatory affairs, and Andrea Wong, VP scientific and regulatory affairs, were asked by the journal to respond to three studies and an accompanying editorial published in the December issue of the Annals of Internal Medicine. “We felt compelled to write the review, given that the accompanying editorial came to conclusions that were not reflective of what the studies demonstrated," MacKay said. 

None of the three studies suggested that the medical community should abandon using and recommending supplements, yet that’s what the editorial authors called for, MacKay note. The AIM editorial missed the point of why most consumers take vitamins — not for preventing chronic disease, but instead for the very real nutrient shortfalls found in most Americans’ diets.

“Recent government research shows that a large portion of Americans fall below the estimated average requirement for certain nutrients, specifically vitamins A, C, D, and E and magnesium and calcium, even when nutrient intake from diet, fortified foods, and supplements is considered,” MacKay and Wong emphasize in their review. “Intake of some nutrients is low enough to be a public health concern. These include potassium, dietary fiber, calcium and vitamin D, along with iron, folate and vitamin B12 for specific population groups.”

CRN has published a fact sheet on nutrient shortfalls on its website. 

“The bottom line is that Americans are not getting enough of the key nutrients they need, and supplements can help bring them closer to the levels they need for optimal health,” Wong said.

 

 

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McNeil adds Zyrtec Dissolve Tabs to best-selling allergy brand

BY Michael Johnsen

FORT WASHINGTON, Pa. — McNeil Consumer Healthcare on Wednesday introduced a new form to the Zyrtec portfolio of allergy-relief products — an oral, dissolvable tablet. Delivering the same effective 24-hour relief, Zyrtec Dissolve Tabs are now available at all major retailers and pharmacies.

Zyrtec, the best-selling brand within the cold-allergy-sinus tablet category, generated $317.3 million for the 52 weeks ended Dec. 29, up 1.8% across total U.S. multi-outlet, according to IRI data. 

"Expanding the Zyrtec portfolio to include a dissolvable tab provides the brand an opportunity to reach children as well as the adult consumer who is sometimes caught off guard by their allergy symptoms," stated Colleen Sellers, group brand director, allergy at McNeil Consumer Healthcare. "Zyrtec Dissolve Tabs are ideal for ‘on the go’ situations because they can be taken anytime, anywhere without water."

The launch of the Zyrtec Dissolve Tabs will come to life through various marketing channels, including dedicated digital, television and radio advertising as well as retail activations. The advertising campaign will begin mid-March and will run nationally as well as in strategic regional markets, McNeil reported. 

 

 

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