• Ad Age , Monday, March 12, 2007 3:30 PM

A new ad for TrimSpa will feature more than 400 "before" and "after" photos of users of TrimSpa weight-loss supplements, presented in such a way as to also show up when DVR users fast-forward through its ads, says Tony Azzizzo, president of Goen Technologies, marketer of the brand.

Azzizzo disclosed the strategy following a presentation Feb. 28 by Information Resources Inc. and TiVo about DVR impact on ad viewership and sales. He declined last week to offer further details on the campaign--or how the ad would work technically. He described it as part of TrimSpa's effort to "restage, relaunch ... reposition" itself following the death of former spokesperson Anna Nicole Smith.

TrimSpa sales soared 172% to $43 million in 2004 after the brand started airing ads featuring the former Playboy centerfold the year before, according to Information Resources Inc. But by last year, sales had shrunk to $19.5 million. Those sales don't include Wal-Mart Stores, club stores or dollar outlets.

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