PacificHealth Laboratories has unveiled an ambitious marketing and promotional programme to support its Accelerade sports drink and Endurox R4 recovery drink brands in the US.
The main thrust of the campaign will focus on two four-page inserts in leading US health and fitness magazines such as Triathlete, Fitness Runner, Running Times, Mountain Bike, Competitor, VeloNews, Track and Field, American Hockey, Soccer Journal and Swimming World.
Advertising for the two brands will appear in more than 50 magazines and reach more than 45 million consumers, the company estimated.
The inserts will also include training tips from some of the world's most prominent coaches and athletes, as well as a coupon offering a $2.00 discount to generate tasting trials.
In addition to the advertising supplements, PHLI will also expand its presence at more than 150 running, biking, swimming, soccer and hockey events during 2002.
Accelerade and Endurox R4 were recently selected as the official sports drinks of the United Track Coaches Association, American Hockey Coaches Association and College Swim Coaches Association.
These partnerships will allow PHLI to work directly with thousands of coaches at the professional collegiate, high school and amateur levels in developing programmes to educate athletes on the benefits of using state-of-the-art sports drinks.
Developed by leading exercise physiologists, both Accelerade and Endurox R4 contain the patented four-to-one ratio of carbohydrate to protein. PHLI said that Accelerade had been shown to extend endurance during exercise by 24% over other products, while Endurox R4 is said to speed recovery by decreasing post-exercise muscle damage and enhancing muscle glycogen replenishment.