Almased

{ CLIENT }
Almased

{ CAMPAIGN GOALS }
TO RE-INTRODUCE ALMASED TO THE US MARKET AND GROW DISTRIBUTION AND SALES
We took a different approach from previous campaigns and positioned Almased smoothies as a nutritious meal replacement and weight maintenance option for busy women.

{ STRATEGY }
LAUNCH A LOCAL PR CAMPAIGN AS THE SPRINGBOARD FOR NATIONAL OUTREACH
We used “The Body Gourmet” to demonstrate Almased on TV in their local Florida market. A recognized “natural body builder and gourmet natural food chef” set the right tone of health, great taste and results for the brand. This campaign was implemented before the advent of social media.

{ IMPLEMENTATION }
As a leading meal replacement and weight loss product in Germany, Almased had been introduced to the US market over ten years previously. It was unknown in the US market and very little success had been achieved with sporadic advertising. So when we began working with them in 2003 we initiated a three-month trial PR campaign to obtain TV coverage in their local Florida market and to gather real-women testimonials.

We were then assigned to generate national trade and consumer coverage for the brand with the emphasis on high circulation women’s magazines. For the campaign, we were utilizing new weight loss studies that the company had been undertaking and published in Germany, together with customer success stories.

Significant print coverage was achieved, notably Woman’s World and Woman’s Day

By constantly keeping on eye on the weight loss trends, we predicted that low carb craze had reached its peak. Because of the composition of the product and the studies being conducted, we advised Almased to promote its Low Glycemic Index and Low Glycemic Load.

{ RESULTS }
The Florida test campaign generated 33.8 million consumer impressions and the national campaign a further 138 million-consumer impressions. A placement in Woman’s World directly contributed to a 400% increase in sales.