Sarasota, Florida – June 21, 2007- NBTY has presented The Dietary Supplement Education Alliance (DSEA) with a check for $250,000 for the ‘Just Like Me’ advertising campaign. NBTY has been a leader in planning the advertising initiative. “Once again, NBTY has shown its vision and industry leadership by supporting this important new project”, said Jon Benninger, president of DSEA.
The ‘Just Like Me’ campaign is set to launch in October in test markets, with a health food store initiative to launch nationwide at the same time. “It’s time for the entire industry to rally behind this ground-breaking campaign,” said Jim Flaherty, senior vice president of marketing and advertising at NBTY. “This is the signature advertising program the industry needs to encourage consumers to take advantage of the benefits of dietary supplements,” he said.
The campaign has gained significant support from industry with funding from a wide variety of organizations including suppliers, manufacturers, retailers, publishers and others. A total of $750,000 will be spent on the initial phase of the project.
DSEA is a coalition of industry leaders whose mission is to educate consumers, media and policymakers on the benefits of dietary supplements for optimizing health and prevention of disease, with a focus on their safety, efficacy and regulation. Its donors include nutritional and dietary supplement suppliers, manufacturers, retailers and publishers.
Since its inception five years ago, DSEA has generated millions of media impressions increasing public awareness of the benefits of nutritional supplements through its education project, the Dietary Supplement Information Bureau (DSIB). In addition to media outreach, DSEA has produced a Web site, www.supplementinfo.org, which has become a well-known resource for objective information about nutritional supplements accessed on an ongoing basis by media, consumers, health professionals and legislators.
DSEA board members include the American Herbal Products Association, The Canadian Health Food Association, Capsugel, Herbalife (HLF), NBTY, the Natural Products Association, Natrol, Inc.(NTOL), New Hope Natural Media/Penton Media, Virgo Publishing and the Vitamin Shoppe.
NBTY is a leading global vertically integrated manufacturer, marketer and distributor of a broad line of high-quality, value-priced nutritional supplements in the United States and throughout the world. Under a number of NBTY and third party brands, the Company offers over 22,000 products, including products marketed by the Company's Nature's Bounty(R) (www.NaturesBounty.com ), Vitamin World(R) (www.VitaminWorld.com ), Puritan's Pride(R) (www.Puritan.com ), Holland & Barrett(R) (www.HollandAndBarrett.com ), Rexall(R) (www.RexallSundown.com ), Sundown(R) (www.RexallSundown.com ), MET-Rx(R) (www.MetRX.com ), WORLDWIDE Sport Nutrition(R) (www.SportNutrition.com ), American Health(R) (www.AmericanHealthUS.com ), GNC(UK)(R) (www.GNC.co.uk ), DeTuinen(R) (www.DeTuinen.nl ), LeNaturiste(TM) (www.LeNaturiste.com ), SISU(R) (www.SISU.com ), Solgar(R) (www.Solgar.com ) and Ester-C(R) (www.Ester-C.com ) brands.
For information, contact Deb Knowles by phone 941-349-9044 or e-mail [email protected].