The ads urge health-conscious individuals to poke fun at their fitness
foibles and commit to healthy living by visiting eNutrition.com.
The $10 million ad campaign, which was launched with a series of online
banner ads, tested well with audiences and was extended to include radio
spots and a series of print magazine ads, eNutrition said.
Scheduled to run through December, with the possibility of extending into
2000, the ads will be featured on major Web sites and consumer publications
and will air on radio stations in San Francisco, Los Angeles, San Diego,
Seattle, New York City, Austin and San Jose.
The magazine ads will include
money-saving e-coupons and are scheduled to begin running in the October
issues of Mirabella, Family PC, Redbook, Men’s Journal, Shape, Men’s Fitness,
Flex and Natural Health.
One of the print ads says: “Time is against you. Gravity is against you.
Genetics are against you. But, hey, have a good day.” The ad concludes by
reminding the reader that eNutrition is “Your source for healthy living.”
“Humor is good medicine for a healthy lifestyle,” said Randy Gale, president
and CEO of eNutrition.
“By incorporating humor into this campaign, we hope
people will recognize that nutrition, health and fitness issues don’t need to
be tedious and dull.”
A full-service agency, TeamOne Advertising clients include Air New Zealand,
Lexus and Partnership for a Drug-Free America.