CHICAGO, IL, SEPTEMBER 9, 2002 - BioCell Technology LLC, a pioneer of the applications of Collagen Type II as a nutritional supplement in the United States, has launched a significantly increased marketing communications program in support of BioCell Collagen II(tm) brand, Mo Ishaq, BioCell President announced today.
BioCell has retained The MWW Group, which has in-depth experience in branding supplement industry ingredients, to lead a comprehensive marketing communications program for BioCell Collagen II(tm). The program's key components are designed to greatly increase awareness and broaden the demand for BioCell Collagen II(tm) in the functional food, vitamin and dietary supplement markets.
"BioCell Technology is committed to educating customers and consumers on the benefits of BioCell Collagen II(tm) as they did with their successful lutein campaign," said Mr. Ishaq. "The MWW team, led by Senior Vice President Larry Zoeller with over 20 years of experience in the dietary supplement industry, will streamline BioCell's' vision and market BioCell Collagen II(tm) through media relations, alliance building, co-promotion and event support and a national spokesperson search."
BioCell Collagen II(tm) is highly abundant in Collagen Type II the main structural building block of joint cartilage. It also contains naturally high concentrations of Hyaluronic Acid, an important element of skin tissue that allows the retaining of skin moisture.
"BioCell Technology has developed their Collagen Type II using the latest cartilage research to introduce an innovative way to promote joint health," said Mr. Zoeller. "This outreach campaign will inform retailers and consumers about the benefits of BioCell Collagen II(tm) and educate customers about BioCell's dedication to marketing support, thereby creating a greater customer demand."
Founded in 1997 BioCell Technology pioneered the applications of Chicken Collagen Type II as a nutritional supplement and is the exclusive supplier of BioCell Collagen II(tm), the only 100% pure Chicken Sternum derived Collagen Type II ingredient. BioCell Technology owns the exclusive rights to market Chicken Collagen Type II under United States Patent #6,025,327. BioCell Collagen II(tm) is a branded trademarked logo that is available for display on its client's labels to market under their own brand name or formulas. For more information on BioCell Collagen II(tm), please contact the BioCell Technology sales office at (949) 476-3786.
The MWW Group is among the top 20 public relations and marketing communications agencies in the U.S. and is known for its results-driven approach to public relations. The agency is nationally recognized for its work in consumer marketing and public relations, community relations, social and cause marketing, investor relations/financial communications, technology communications, crisis management, public affairs and corporate communications. Headquartered in East Rutherford, NJ, MWW has six full-service offices representing national and multinational companies. The MWW Group is an independent brand of Golin/Harris International and part of the Interpublic Group of Companies (NYSE: IPG). For more information on The MWW Group, visit www.mww.com