Business Editors
LOS ANGELES--(BUSINESS WIRE)--June 19, 2003
Bi-Lingual English and Spanish Language Direct Response Campaign
Targets Weight- and Health-Conscious Consumers
Herbalife International, Inc. today announced the launch of a television advertising campaign for the first time in over a decade, highlighting the company's science-based herbal weight loss products for weight- and health-conscious consumers. The company has built its worldwide sales level to $1.8 billion, purely through word of mouth and the one-to-one direct selling efforts of its distributors.
Featured are actual Herbalife customers who tell their life-transforming stories about how Herbalife products helped them lose weight, gain self-esteem and feel better about themselves. 60- and 120-second direct response spots will each air in six U.S. test markets in both English and Spanish, including Dallas, Milwaukee, Minneapolis, Philadelphia, Phoenix and Sacramento. The company will use this test as a platform for a future national ad campaign.
Featuring a clean, natural look, the spots are designed to build awareness of the company and the weight loss success of its customers. Two spots are geared toward creating lead generation for Herbalife's nationwide network of independent distributors and offer various free product samples and literature. The other spot focuses on Total Control(TM), an ephedra-free herbal weight loss formula, featuring real-life Herbalife customers who have lost significant amounts of weight on Herbalife's weight loss programs (a).
Herbalife is a worldwide science-based weight management and meal replacements leader with a 23-year history offering vitamins, supplements, drinks and nutrition bars. Its product line for the U.S. has evolved to offer a range of 150 science-based Inner and Outer Nutrition(R) products that target various ages and lifestyles.
"Herbalife's new direct response TV campaign is part of the company's mission to create greater brand awareness and generate more leads and new customers for our distributors," said Michael O. Johnson, Herbalife's chief executive officer. "With the growing epidemic of obesity and Herbalife's 23 years of success helping millions lose weight, we want these TV spots to inspire and motivate people to change their lives. For the customers featured in these ads, it all started with a phone call that led to achieving weight and health goals with the help of Herbalife products and one-to-one encouragement from our distributors."
The ads were produced by international direct-marketing agency In Clover Marketing, based in Los Angeles. The agency, which recently opened an office in Mexico City, has also worked on advertising projects for DIRECTV, Mitsubishi Motors of America, Pennzoil Quaker State and Guthy-Renker, among others.
"DRTV is an ideal match for Herbalife because it effectively and provocatively presents weight loss before and after scenarios that create impulse and urgency in the audience, thereby generating consumer response," said Alissa Stakgold, a partner at In Clover Marketing.
About Herbalife International
Herbalife is a leading company in science-based weight management and meal replacements. The Company offers a wide range of weight management products, nutritional supplements and personal care products intended to support weight loss and a healthy lifestyle. The Company's products are marketed through a network marketing system comprising approximately one million independent distributors who conduct business in 58 countries in the Asia/Pacific Rim, Europe and the Americas. In 2002, the Company had gross revenues of $1.8 billion. For more information, visit www.herbalife.com.
(a) These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.
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