Elations, a nutritional beverage designed to promote joint health, is launching nationally with full-page magazine ads and a 30-second TV spot created by the brand's new agency, Carrafiello Diehl &
Developed and tested by Procter & Gamble in the late 1990s, the team responsible for its development licensed the technology from P&G and spun off to start The Elations
Co., which self-describes as "a maniacal group with a fervent mission to keep baby boomers booming." Like P&G, it is based in Cincinnati.
A key element of both print and TV advertising is
the use of the brand package icon "flexi-man"--a purple character in a stretch pose. In print, "flexi-man" is the repeating pattern design on the woman's exercise pants. On TV, he literally jumps off
the bottle and into a graphic of a knee to demonstrate all the ways Elations helps bring knees back to life. The tagline for both campaigns is "The best drink in the joint."
four-color ads will run in women's service, lifestyle and health magazines, as well as some weeklies, including People
. The TV spot will air on network newscasts, daytime and late night, as
well as daytime and prime cable.
"From the start, the team at CDA had a strong understanding of the audience we wanted to reach through our advertising," David Silver, marketing manager
at The Elations Company, tells Marketing Daily
. "We worked closely with them to develop a sound strategy to effectively reach Boomers and since the [soft] launch, we've been pleased to see the
overwhelmingly positive consumer response." A small portion of the advertising began running in October, and the campaign has been ramping up steadily since then.
In the 30-second TV
spot, a woman realizes her knees, which have always held her up, are slowing her down. After she partakes of Elations, however, she steps lively up the staircase. The print ad shows a woman crouching,
resting on the balls of her feet.
The Elations Co. is also holding the "Elations Chance 2 Dance" sweepstakes as part of the launch, providing consumers with the opportunity to register
Elations.com and win a seven-day, eight-night dance cruise vacation, an all-expenses-paid trip to Los Angeles for a taping of "Dancing With the Stars," a year's supply of Elations or an iPod Shuffle.
One prize will be given away weekly through March.
The first 3,000 registrants will receive a free six-pack of Elations, which comes in Raspberry-White Grape and Cranberry-Apple.