"I ate cheesecake and my cholesterol went down 50 points" says one TV spot.
Campbell won't say what it's spending on the launch, handled by DraftDirect for consumer advertising and CommonHealth USA for professional communications, both New York. But it's expected to spend heavily to support the product line, five years in the making and one of the first of its kind from a major marketer (AA, Dec. 2).
David Mcnair, VP-general manager of Campbell's Center for Nutrition & Wellness, a new entity created to market IQ, said the ad program includes direct-response TV on programming aimed at consumers ages 45 and older; radio; direct mail, and print ads in statewide editions of February magazines.
Both the print and TV executions are copy-heavy, Mr. Mcnair said, because the target audience is typically "a fairly avid reader."
A NUMBER OF MESSAGES
Another reason is to communicate a number of messages, including the program's clinical results and that it's home delivered at a cost of about $10 a day.
The theme: "Better eating for better living." The ads use testimonials from consumers who participated in the company's clinical studies of IQ.
Mr. Mcnair said Ohio was chosen simply because the "demographic is very representative of the U.S." and also because it was large enough to provide a significant test market while enabling the company to try out the home-delivery aspect.