Nutrition Business Journal

Caliber Holdings Launches Integrative Direct Marketing Campaign for HA

Infomercial is central to multichannel campaign for joint supplements, and Caliber is determined to do it right.

When I got into this, I knew that we would have tremendous opportunity,” said Stephen G. Petrucci, CEO of Caliber Holdings Inc. But he added, “I’ve done investment banking and I’ve seen many businesses fail, including direct response. There are many ways to lose a lot of money in this business if you don’t do things right.”

Caliber Holdings, a fledgling Coloradobased company, is test-marketing its first infomercial featuring actor Chad Everett, who portrayed Dr. Joe

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TAGS: Marketing