NBC Slims Down With RMAs

Hands diet pill co. title sponsorship

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%%STORYIMAGE_LEFT%% Recent start-up Goen Technologies, a weight loss supplements manufacturer, hopes to elevate the brand awareness of its TrimSpa Ephedra-free diet pill with its integrated marketing efforts around its title sponsorship of NBC's 2003 Radio Music Awards.

The Cedar Knolls, N.J. company, which launched TrimSpa around two years ago, will receive branding of the backstage area where Carson Daly will conduct interviews with the winners on the show, which will be hosted by "American Idol's" Ryan Seacrest and actress Alicia Silverstone. As a part of the package the company will also get four commercials and some break bumpers.

Goen will also be supporting the effort prior to the Monday, October 27 two-hour live telecast from Las Vegas with both radio— :60 spots will air on over 860 Clear Channel radio stations—as well as with TV ads. The spots will feature celebrity endorser testimonials from the likes of pro golfer John Daly and the notorious Anna Nicole Smith, who apparently has lost 70 lbs. using the product. Goen plans on additional promotion through parties in Sin City's hottest clubs as well as private concerts.

%%PULLQUOTE_RIGHT%% This is the first time the RMAs are being telecast on NBC. Clear Channel Communications, the Peacock's partner for the property, sold the package to TrimSpa.

"Unfortunately, when you have a weight problem, you are discriminated against," said Alex Goen, Goen's CEO. "TrimSpa changes people's lives and the Radio Music Awards is an example of how people's lives have changed now that they are stars."

Goen insisted his product should not be lumped in with the other fad diet solutions that only have short-term efficacy. "One of the problems with Ephedra is you take it for a while and it's very effective but you can't take it forever. So you lose weight, then stop taking it and you put the weight back on," said Goen. "You can keep taking our Ephedra-free product."

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