A new $10 million ad campaign is targeting the funny bone of health-conscious consumers to promote eNutrition, an online source of nutritional products and information. One of the ads cautions: "Time is against you. Gravity is against you. Genetics are against you. But, hey, have a good day." The ad concludes with a reminder that eNutrition is a leading source for healthy living.
The campaign, created by TeamOne Advertising in El Segundo, Calif., was launched with a series of online banner ads that tested well with surfers. The campaign was expanded to include radio spots and a series of magazine ads. The radio spots will air in key markets like Los Angeles, New York and San Francisco. The magazine ads include money-saving e-coupons and start running in the October issues of Mirabella, Family PC, Redbook and Men's Journal. The full media plan is expected to deliver 450 million impressions.
(TeamOne Advertising, 310/615-2000, www.teamoneadv.com; www.enutrition.com)