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O&M Launches $17M MotherNature.com Campaign

Natural products retailer MotherNature.com launch a $17 million TV, print and radio advertising campaign created by Ogilvy & Mather.

The campaign boosts the company's position as both a trustworthy information source and e-tailer. The television advertising will launch Aug. 31 in select cities.

It will air during highly rated programs and on major events such as the U.S. Tennis Open, Ryder Cup and the Emmy Awards. The campaign will continue to roll out throughout the fall in major markets and is expected to reach over 30% of the U.S. population.

Commercials feature Mother Nature personified as a witty, quirky character with an authoritative tone discussing health topics. The campaign will be extended to print and radio in September.

"These commercials really bring Mother Nature to life and infuse her with a modern, unexpected personality," said Sharon Rice, vice president of brand marketing at MotherNature.com. "She is the perfect embodiment of our brand image, and she has indeed been in the natural products business for millions of years."

"Our search for the perfect Mother Nature was not an easy one. Mother Nature does tornadoes, mangoes and kiwis. What sort of person would that be? Powerful, smart, knowledgeable -- with a slightly warped sense of humor," said Chris Wall, executive creative director at Ogilvy & Mather.

MotherNature.com sells vitamins, supplements, minerals, and other natural and healthy products. The site also features health information with contributions from a panel of health and medical professionals.