A new multi-million national media campaign has been launched by Irvine, California’s ChromaDex for the recently commercialized BluScience™ line of dietary supplements. To help facilitate the media blitz – which will include television, radio, and digital outlets – ChromaDex has retained RJ Palmer, a NYC-based full service media agency with billings in excess of $800 million. RJ Palmer, a subsidiary of holding company MDC Partners, provides strategic insights, TV, Print, OOH (Out of Home), radio, online media planning and buying, and corporate barter and branded entertainment.
The radio campaign began in early March, and the television campaign began this week, said ChromaDex in a statement this morning.
The recently launched BluScience™ line currently consists of HeartBlu – Healthy Heart Support; EternalBlu – Anti-aging Support; TrimBlu – Weight Management Support; and Blu2Go – Focus & Energy Melt. The novel ingredient in BluScience™ is ChromaDex’s proprietary, patent-pending pterostilbene, branded as pTeroPure®, which was named the 2010 North American Most Promising Ingredient of the Year by the independent research company, Frost & Sullivan. Pterostilbene is a stilbenoid that is naturally found in blueberries and thought to exhibit anti-cancer, anti-hypercholesterolemia, anti-hypertriglyceridemia properties, as well as fight off and reverse cognitive decline. One capsule of BluScience™ has the equivalent amount of pterostilbene as contained in more than 500 cartons of blueberries.
These products are now available at GNC stores, Walgreens, online at drugstore.com, and at thousands of other drugstores and pharmacies through a distribution agreement with healthcare services industry stalwart McKesson Corporation (NYSE:MCK). ChromaDex anticipates having its products spread across more than 25,000 retail store by the end of 2012 in addition to major online retailers.
To help fund its new marketing initiatives, on February 10, 2012, ChromaDex closed a common stock sale in which it raised $11.175 million by selling shares at 75 cents each. Shares of CDXC put on a run to kick-off 2012 with the new product launch and rose as high as $1.22 each, but have cooled-off since. Shares are back down near a support level, closing trading yesterday at 63 cents.
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