PARSIPPANY, NJ: In an effort to regain prominence in the competitive diet industry and expand into an overall lifestyle brand, Zone Labs, creators of the Zone Diet, have selected Coyne PR as its AOR.
Key to the planned PR initiative is promoting the expertise of Zone founder, Dr. Barry Sears.
"Dr. Sears is [a] leading dietary scientist and we want to make sure the world hears his message," said Steve Arthur, SVP of marketing and sales for Zone Labs. "We were a large diet brand in the mid-90s, and now we want to come back as a diet and lifestyle brand."
Zone is preparing for the launch of a new line of health foods and supplements, as well as a new book by Dr. Sears due out in the fall. Coyne will be targeting national outlets, including consumer publications and daytime television.
"PR is really important to us," said Arthur. "The Zone Diet is usually listed among the top five diets known by consumers, but the Web site and products are not as well known."
In January, Coyne added registered dietician Jodi Godfrey to the staff, which one Coyne staffer said gave the firm an edge in the competitive review process.
"We have an insider's advantage," said Melissa Skabich, account supervisor at Coyne.