• by Tanya Gazdik , December 20, 2016

Vitamin and supplements brand GNC Holdings, Inc. will advertise in the Super Bowl for the first time in the company’s history.

The commercial, along with associated placements and promotions, will coincide with the upcoming relaunch of the brand. Starting Dec. 29, the company’s corporate stores will be known as One New GNC, with the goal of an improved customer experience and a new business model built around consumer preferences.

The Super Bowl ad on Feb. 5 and the subsequent campaign aims to drive interest in the brand much more quickly than a  traditional advertising plan, said Jeffrey R. Hennion, executive vice president, chief marketing and e-commerce officer for GNC. 

“The Super Bowl strategy will build awareness of GNC as a partner in the healthy lifestyle journey of Americans, whether they are looking to maximize their sports performance and fitness, maintain a healthy weight or achieve and sustain general wellness,” Hennion says in a release.

Full details of the GNC ad and its supporting initiatives have not yet been disclosed. A spokesperson for the company declined to reveal which advertising agency would be creating the Super Bowl ad or subsequent ad campaign.