Smart Balance spread is launching a $40-million marketing campaign this week in support of an expanded product line. It also wants to reach beyond its core base of consumers--who are over 50--to tap
into the "healthy lifestyle revolution," says Greg Venner, CMO at Smart Balance.
New products include four butter spreads that contain Omega 3, varieties of milk (1% skim, fat
free/lactose-free and chocolate), cream cheese, and butter blend sticks for cooking and baking.
TV spots for the new butter spreads are set to Jackie DeShannon's 1969 song "Put a Little
Love in Your Heart," and feature multigenerational groups of people enjoying life. A spot for milk and another for the butter blend will air in Florida and the Pacific Northwest, respectively, to
support the regional rollout of those lines. Print for the spreads and cream cheese SKUs will break in November publications, and a new Web site launches this week.
advertisement
advertisement
Read the whole story at Brandweek »