GNC Expands Brand Campaign


GNC will launch the second phase of its “Live Well” campaign in January with TV, out-of-home, print and online.

The campaign which began 2011, aims to continue to strengthen GNC’s brand and broaden its market appeal to a whole host of new consumers, encouraging them to live a healthier lifestyle.

The Pittsburgh-based specialty retailer of health, wellness and sports nutrition products will unveil a fully integrated branding, marketing and communications program coast-to-coast, including a refresh of all in-store graphics, digital and social media and consumer messaging.  

As society faces rising health concerns and costs, GNC aims to lead the way in providing information through in-store personnel and products that, combined with exercise and proper nutrition, improve the health of consumers, according to the company



GNC has tapped the original creative force behind the GNC Live Well campaign, Peter Arnell, who created the original “Live Well” effort, assumed responsibilities in both creative and strategic marketing development, and will work to extend brand continuity across all media types. 

The company’s marketing communication and branding efforts will focus on helping to provide inspiration and support to those who seek a better, healthier lifestyle, said Joe Fortunato, GNC chairman and CEO.   

GNC has more than 7,800 locations, of which more than 6,000 retail locations are in the U.S.  (including 933 franchise and 2,157 Rite Aid franchise store-within-a-store locations) and franchise operations in 55 countries (including distribution centers where retail sales are made).

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