CRN gives details on PR campaign aimed at consumers

The trade association has been giving hints on the upcoming project since 2006, but this announcement represents the first concrete indication a multi-year project is in fact taking place.

Dubbed "Life…supplemented", the campaign has the support of 25 dietary supplement companies and will involve online projects as well as advertising aimed directly at consumers.

The project is one of a few ambitious dietary supplement initiatives breaking ground of late as the industry looks to transmit its own positive message to consumers rather than only make its voice heard when responding to controversy.

Industry members have warned that, while dietary supplement sales do not appear to have been negatively affected by stories spread through the mainstream media, this could one day change.

As such, associations have underscored that it is in the interest of the whole industry that it get an image makeover.

"One of our main objectives is to create an environment that will increase sales," CRN vice president of communications Judy Blatman told NutraIngredients-USA.

"When people realize they are not alone in taking supplements it will increase confidence in the industry."

According to CRN, two-thirds of the US population currently take supplements.

As such, the group intends to mirror this solid consumer base publicly and thereby promote an image of the industry as mainstream.

"We also think that it's going to bring back pride to the industry, because it focuses on the more than 150 million Americans already taking supplements," said Blatman.

CRN wants to encourage a perception that taking dietary supplements is an integral part of a healthy lifestyle, in much the same way as it is widely accepted that exercise and a well-balanced diet are pillars of such a lifestyle.

"We want to promote the understanding that supplements are one of the smart lifestyle choices you can make," said Blatman.

To date, the details on the project are that it will span three years, with $1mn having been raised so far for the first year.

"We haven't asked for a commitment yet for year two," said Blatman.

"We recognize it's up to us to generate results in order to bring in more funding."

The association plans to continue roll-out details on the projects closer to their inception.

Blatman expects the first step of this will take place by the early fall of 2007.

CRN chose CRT/tanaka as the public relations and marketing firm that will help it mould its message.

The firm has headquarters in New York City and Richmond, Virginia.

In the first year, the program will launch a website dedicated to providing consumers with information on a healthy lifestyle.

The website will also enable CRN to give information to the public on lifestyle research projects, the message of which will also be transmitted through publicity.

In addition, the association is looking for retail partners to work with so as to spread its message directly via sites where consumers make their supplement purchases.

According to CRN, years two and three of the project will build upon efforts from the first year.

"We intend to bring more companies in," said Blatman.

So far, "Life…supplemented" is funded by the following companies: Steering Committee-BASF Corporation; Bayer HealthCare; DSM Nutritional Products; NBTY; and Pharmavite.

With additional funders including: Archer Daniels & Midland; B&D Nutritional Ingredients; Cargill Health & Food Technologies; Cognis Nutrition & Health; Covance Laboratories; Embria Health Sciences; GBA Health Communications; Kemin Health; Kyowa Hakko U.S.A.; Leiner Health Products; Mannatech; Natural Alternatives International; Nutraceutical Corporation; Nutramax Laboratories; Perrigo Company; Reliv International; Schiff Nutrition International; Seven Seas Limited; Shaklee Corporation; and Swiss Caps USA.