Sarasota, Florida – July 2, 2007- The Dietary Supplement Education Alliance (DSEA) hit Hollywood last week as famed director Charles Abehsera shot the first ‘Just Like Me’ television commercial. The commercial will air as part of the ‘Just Like Me’ advertising campaign launched by DSEA. This is the first paid advertising campaign supported by a coalition of dietary supplement industry members.
The ‘Just Like Me’ commercial was shot in key locations across the Los Angeles area including CBS Studios and the Santa Monica beach. The two-day shoot included almost one hundred cast and crew. Charles Abehsera, with Back Home Pictures, was chosen as the director because of his history of successful commercials. He is well-known in the dietary supplement industry as the producer of the famous Mel Gibson/Whoopi Goldberg commercial that spurred the grass-roots effort supporting passage of DSHEA.
The ‘Just Like Me’ commercial is set to be unveiled at several industry venues during the week of July 16th in both 30 second and 60 second versions. The commercial includes several vignettes of smart, hip, fun people who take dietary supplements, and ends with an offer of $100 in coupons for consumers. The ‘Just Like Me’ campaign, which launches nationally in October in the health food channel, will air the commercial in three test markets. The ‘Just Like Me’ program has gained significant support from the industry with funding from a wide variety of organizations including suppliers, manufacturers, retailers, publishers and others.
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.
For information, contact Deb Knowles by phone 941-349-9044 or e-mail [email protected].