NEW YORK: ReNew Life Formulas, a company that produces natural digestive health products, has appointed Williams Whittle Rothstein (WWR) to assist with a public education program for 2003.
The agency will work alongside ReNew Life's in-house communications staff of eight. Designed to communicate the growing role of alternative medicine in treating digestive disorders, the initiative will last one year, and has a budget of $300,000.
Renew Your Life, a guide to improved digestion by Brenda Watson, president and co-founder of ReNew Life, will be at the core of the campaign. In addition to pitching the author and her book, "we want to use Brenda as a platform to offer alternative medical solutions to recurring digestive problems that are not getting better," explained Melissa Skabich, senior account supervisor for WWR. The agency is planning a national media tour with Watson, along with syndicated columns written by her.
Skabich cited media relations and partnering with third-party organizations as additional steps that would be taken as part of the effort.
After considering several local agencies, the Tampa Bay, FL company decided on WWR largely because of the experience the firm had in working with The Atkins Companies. "That clientele and type of work really mirrored the demographic we're targeting," noted Kelly McKnight, director of marketing for ReNew Life.