Positioning Pauling

Selected by both the manufacturer of the vitamin products and the family of the late Dr. Linus Pauling, a major push was necessary to launch this new line of Linus Pauling Vitamins™ into an already over-exhausted competitive environ while overcoming the challenge of lack of awareness of the “persona” among the younger generations. The agency strategically crafted an editorial story that was then produced as camera ready artwork and distributed to newspaper outlets across the country. To increase repetition of the message points, a radio mat release program was also coordinated. The six-month campaign resulted in over 728 placements in newspapers nationwide, representing a circulation of over 7.6 million people. The radio mat release, which was timed to “break” just prior to the print stories, garnered broadcasts totaling over 740 airings of our “prepared” story, for a total audience reached figure of over 4.3 million. In addition, the agency created a video news release which generated coverage for Linus Pauling Vitamins on major network affiliated in top-tier cities.