Lifestyle positioning helps build Body-for-LIFE brand

EAS (Experimental and Applied Sciences) developed the Body-for-LIFE Fitness Challenge as a vehicle to promote and demonstrate the power of its healthy lifestyle principles and products to help transform bodies and minds in 12 weeks.

EAS (Experimental and Applied Sciences) developed the Body-for-LIFE Fitness Challenge as a vehicle to promote and demonstrate the power of its healthy lifestyle principles and products to help transform bodies and minds in 12 weeks.

The challenge was establishing the Body-for-LIFE program as a lifestyle program, rather than just a hot new fitness trend of the year.

Strategy

Wheatley & Timmons conducted a yearlong communications initiative focusing on the 2005 diet season, the launch of the Body-for-LIFE for Women book, and a program that would let the public help choose the winner of the 10th Annual Body-for-LIFE Challenge. Wheatley & Timmons focused on bringing the brand to local and national audiences.

"From a marketing perspective, we felt that Body-for-Life was an important point of entry for consumers to the EAS product line," says Bob Wheatley, cofounder of Wheatley & Timmons.

Tactics

Wheatley & Timmons partnered with Cindy Crawford to build exposure during diet season. It booked her on TV segments, including The View, and placed past challenge winners in their local media outlets.

In May, Body-for-LIFE for Women hit bookstore shelves nationwide, and author Dr. Pam Peeke was on Today. "It immediately gave the brand an extraordinary communications platform that allowed us to build a program of this scope around it," Wheatley says. "The branding is in the title of the book."

Results

The campaign had more than 390 million media impressions. Body-for-LIFE for Women hit number five on The New York Times non-fiction bestseller list.

Future

EAS will continue to make investments in the Body-for-LIFE program and the challenge. Wheatley & Timmons is no longer working with the company.

PR Team: EAS/Body-for-LIFE (Golden, CO) and Wheatley & Timmons (Chicago)

Campaign: Body-for-LIFE 10th Anniversary

Duration: January to December 2005

Budget: $500,000

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