Atkins emphasizes "Sweet. Sexy. Science." in brand relaunch


Atkins Nutritionals, Inc. recently relaunched its brand, after management changes and relocation to a new Denver headquarters. The diet most...


Atkins Nutritionals, Inc. recently relaunched its brand, after management changes and relocation to a new Denver headquarters. The diet most frequently associated with all-you-can-eat steak and the carb counting trend is seeking to reassert its place in the dieting industry through a new national campaign, “Sweet. Sexy. Science.” Supported by new AOR Kohnstamm Communications, Atkins will draw attention to its lifestyle diet, with its Science Advisory Board, “sweet” new product formulations, and a platform that promotes being sexy and svelte as the ultimate diet motivator, Jennifer McGhee, Atkins VP of marketing told PRWeek, via email. Beyond outreach to key print and broadcast media, Atkins will send out grassroots street teams to educate the public, as well as promote the brand’s changes at key events, like the Democratic Convention in Denver.



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