Naturade was the 80 year-old pioneer in Protein Powders. They sold their natural products exclusively through health foods stores. The new private equity owners wanted rapid growth via expansion into food/ drug/ mass without jeopardizing natural channel sales.
Print & Radio Campaigns
Arthritis OTC Pain Relief and Dietary Supplement Joint Support Launch
Naturade mid-year sales were below budget leading to a late July CEO ultimatum for a new product introduction to generate extra cash for the current fiscal year.
1 Billion Impression TV, Radio, Print, Public Relations Campaign
Naturade needed to drive distribution and consumer takeaway of the new ReVivex brand, but didn’t have the cash flow to support the big budget consumer spending required by mass retailers. Any spending could only be funded from new revenue.
Major TV Budget to Profitably Rebuild Brands in Long-Term Decline
Dep Corporation had acquired big-name products in long-term decline, including Lavoris mouthwash, Topol toothpaste and Lilt home permanents. Its market-leading hair gel brand, Dep, was drying up. The company had been using a promotion focused strategy and the biggest brands, Dep and Lilt, had suffered a 3-year, 33% revenue decline.