• by Les Luchter , August 28, 2023

When Marketing Daily first spokewith Karina Kogan, P.Volve’s first chief marketing officer, back in April, she said she wanted the fitness company -- which offers virtual and in-person workouts -- to evolve into “storytelling” mode and then, “down the line,” to market via OTT and TV. “

That line has now been crossed with a global ad campaign featuring Jennifer Aniston, named a company “partner” in June. Aniston will extoll "A Strength That Sets You Free" over national cable as well as streaming platforms like Hulu and Peacock.

Aniston’s story? Here’s what the now-54-year-old former “Friends” star says in an energetic :30 spot from 72&Sunny: “With this workout method I’m stronger than I’ve ever felt before. I sweat. I sculpt. I bend. But I don’t break. How liberating.”

The campaign’s creative team includes Linus Sandgren, Oscar winning cinematographer for “La La Land.”

Since that April interview, by the way, Kogan has gone from fractional CMO mode to full-time chief commercial and marketing officer, while P.Volve has dropped the period and capital “V” from within its name” to become the “easier to find and spell” Pvolve.

Aniston, of course, is no stranger to product endorsements – or “partnerships.” Indeed, she’s also “chief creative officer” at collagen marketer Vital Proteins, which itself launched a 72&Sunny campaign when she first came on board three years ago.

Aniston also has her own haircare company, LolaVie, and has created six of her own fragrances, reports Celebrity Net Worth, which adds that “over the years she has earned a fortune endorsing brands like L'Oreal, Smartwater, Emirates, Eyelove and Aveeno. Today Jennifer makes around $10 million per year from endorsements alone.”

Pvolve, which also sells proprietary equipment, focuses on what it calls “functional fitness” via low-impact exercise and resistance training.