NEW YORK: The Elations Co. has hired Publicis Consultants PR to provide PR support for the September launch of Elations, a new joint-supplement beverage, after a formal review.
The once-a-day fruit drink is intended to reduce joint pain and improve mobility.
Steve Bryant, Seattle president for Publicis, said the upcoming campaign would be based around dance, with a national dance event in New York set to kick off the effort. Bryant also said the team was set to announce a spokesman from the TV show Dancing with the Stars.
"The whole program revolves around dance, not only because of its rising popularity, but because it is a great symbol of how ordinary fitness activities can be done throughout the whole course of people's lives," he said.
With the drink set to launch next month, Bryant said work had already begun. The national event in New York will be followed by eight local events across the US. The team is also planning an influencer campaign involving meetings with dieticians and physician assistants to educate them on the drink's benefits, as well as a health club push.
Publicis will also launch online and offline word-of-mouth efforts following the events. An online sweepstakes will run up to the launch, with participants given the chance to win a weeklong "dance cruise."
David Silver, marketing manager for The Elations Co., said it wanted a firm with a level of seniority and depth. "We also knew, going out with a national program, that it was important to have people who could work the local markets across the country," he said.
Bryant noted that the Seattle office's varied experience with nutrition marketing concepts was key to winning the business.