• by Nina Lentini  @Nina_Lentini, December 10, 2007

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 & Associates (CDA).

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."

Full-page, 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.

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