OmniActive's Lutemax wins Best Marketing at Engredea

OmniActive's Lutemax wins Best Marketing at Engredea

Check out the first-of-its-kind flash mob.

OmniActive Health Technologies took home the Engredea 2013 Editors’ Choice Award for Best Marketing Campaign on Saturday, March 9 at Expo West in Anaheim, Calif. The win is for the successful marketing of OmniActive’s Lutemax range of lutein products at the show. "Engredea epitomizes innovation and ingenuity of marketing, science and technology in the natural products industry," said Sanjaya Mariwala, Managing Director of OmniActive. "We are thrilled to be honored with this highly coveted marketing award."

The award recognizes OmniActive's creative marketing campaign for their newest education initiative - Lutein for Every Age™. This is a long-term program aimed at raising awareness of the importance of early and consistent supplementation with lutein for supporting healthy vision over a lifetime. Dr. Jeffrey Anshel, OD, FAAO, President of the Ocular Nutrition Society (ONS), and Fellow of the American Academy of Optometry joined the OmniActive team to talk with industry members about the campaign and sign copies of his book Smart Medicine for Your Eyes at the OmniActive booth.

Lutein for Every Age was launched with an unexpected flashmob to deliver the campaign’s message in an exciting and unconventional way to Engredea and Expo West attendees. To view the performance visit

The campaign will continue with a variety of multi-media platforms and resourceful educational programs to foster the mission of this unique initiative.

"The flash mob was the first marketing initiative of its kind in the 33 years of producing Natural Products Expo West," said Brad Mastrine, Sr. Marketing Manager, Engredea. "It successfully captured the energy, innovation and spirit of Engredea, as well as Expo West, as a whole."


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