ChromaDex Corp., a natural products company that provides proprietary, science-based solutions and ingredients to the dietary supplement, food and beverage, cosmetic and pharmaceutical industries, announced it has retained RJ Palmer as its media planning and buying agency for a national advertising and media campaign for BluScience, its recently launched line of dietary supplements.
The multimillion-dollar national media spend will include television, radio and digital outlets. The television and radio campaigns were produced by the award-winning Alcone Marketing Group. The radio campaign began in early March, and the television campaign began this week.
The BluScience line is currently comprised of:
- HeartBlu - Healthy Heart Support
- EternalBlu - Anti-aging Support
- TrimBlu - Weight Management Support
- Blu2Go - Focus & Energy Melt
The nationwide launch of BluScience in retail outlets began in earnest early this year. During the month of January, BluScience became available at a national drug store chain with more than 8,000 stores in the U.S., as well as at approximately 4,000 independent drugstores and pharmacies in the U.S. through a distribution agreement with one of the largest pharmaceutical distributors in North America. BluScience is also available at a prominent online retailer, as well as a national health and nutrition products retailer. It is expected that BluScience will be available in more than 25,000 retail stores by year-end 2012, as well as through major online retailers.
The novel ingredient in BluScience is ChromaDex's proprietary, patent-pending pterostilbene, branded as pTeroPure, which was named the 2010 North American Most Promising Ingredient of the Year by the independent research company, Frost & Sullivan.
pTeroPure is a proprietary, nature-identical formulation of the compound pterostilbene, which is found naturally in blueberries. Pterostilbene has superior biological activity, better oral bioavailability and metabolizes more slowly in the body than other polyphenols (phytochemicals with antioxidant activities that help fight free radicals), allowing more time for its antioxidant activities to act. However, the amount of pterostilbene present in a typical serving of blueberries is a tiny fraction of the amount needed to realize its benefits. In fact, one BluScience capsule has the equivalent amount of pterostilbene as contained in more than 500 cartons of blueberries.