When the agency was tasked with introducing an already two-year-old patented Vitamin C product into the market, we created a strategy to tie in with public health and wellness issues and build on existing controversies. Ester-C, a Vitamin C supplement, entered the public consciousness through a PR campaign that included media relations, a large trade show presence and a thought leadership program. We enlisted independent expert spokespeople, such as a biochemist with 25 years of vitamin research experience and a nutritionist/author who advocates a vitamin-rich lifestyle to the “rich and famous.” The agency also booked a national radio campaign to promote vitamin benefits and educate consumers on public health concerns, such as toxicity levels.
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