Pinnacle Of Entertainment

Omnicom shops charged to reach Hip-hop crowd

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%%STORYIMAGE_LEFT%% A leading nutrition and dietary supplement company has turned to the Omnicom Group to help it leverage entertainment to launch its new product line.

Bodyonics Pinnacle, based in Hicksville, NY, has retained both Davie-Brown Entertainment and Aaron Walton Entertainment as entertainment marketing agencies of record. They've been charged with creating a marketing program that will reach a mainstream, urban "hip-hop" demographic for the client's Work It kit, a 4 week total body sculpting and toning kit. which encompasses a step-by-step training video, a complete food and exercise plan, and an array of supplements.

"The demographic leading the hip-hop lifestyle heretofore hasn't taken a nutritional approach," said Mel Rich, CEO of Bodyonics. "[The kit] is a great entrée for them into body sculpting and nutrition."

Rich revealed he's planning to spend around $2 million over the next 3-4 months to launch the Work It kit.

%%PULLQUOTE_RIGHT%% According to Dana Braverman, manager, new business development at Aaron Walton Entertainment, celebrity trainer Mark Jenkins—whose hip-hop clientele includes Missy Elliott, Mary J. Blige, and D'Angelo—has been signed to star in the video.

The Work It kit will be promoted at this summer's Liquid Mix music tour, where there will be sampling of the product with bounceback coupons to GNC. Jenkins may do spot appearances in the major cities. The kit has also been integrated into MTV's "Making of the Band 2."

The entertainment plays will be supplemented by a print ad campaign aimed at the trades and also at hip-hop cultural mags like Vibe and The Source.

"The dietary supplement industry, for better or for worse, has been considered anti-establishment, which is very analogous to [hip-hop's reputation] as anti-establishment," said Rich. "We're both on the cusp of wide mainstream acceptance and we look forward to building a future together."

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