Ensure(R) Makes A Run For Healthy, Active Adults
28 October 2003 - 3:56AM
PR Newswire (US)
Ensure(R) Makes A Run For Healthy, Active Adults Abbott
Laboratories' Ross Products Division to Sponsor ING New York City
Marathon COLUMBUS, Ohio, Oct. 27 /PRNewswire-FirstCall/ -- Building
upon a 30-year- brand heritage of complete, balanced nutrition,
Abbott Laboratories' Ross Products Division -- the maker of
Ensure(R) nutritionals -- announced today its continuing efforts to
reach out to healthy, active adults by launching an extensive
marketing campaign in the New York metro region to support its
sponsorship of the ING New York City Marathon. Through a
partnership with two leading New York retailers, ShopRite and Duane
Reade, Ross Products Division is aggressively promoting Ensure's
new convenient, reclosable packaging through in-store, outdoor,
broadcast, and print advertising, as well as some creative
grassroots efforts for the Marathon. "Ensure is all about offering
convenient, portable nutrition to consumers who embrace a healthy,
active lifestyle," said Chris Scoggins, director of marketing,
general nutritionals, Ross Products Division. "Now that Ensure is
in a portable bottle, we've launched this extensive campaign to
make people aware that they can drink to their health, wherever
they go. The ING New York City Marathon created an ideal
opportunity through which we could demonstrate this point." To
extend the reach and impact of its ING New York Marathon
sponsorship, Ensure is launching an advertising and promotional
program throughout the greater New York metro region. Outreach
elements include: -- Partnerships with New York-based retailers,
Duane Reade and ShopRite for the Big Apple, Healthy Livin'
Sweepstakes, which includes a free- standing insert distributed
October 12 in the New York metro area announcing the sweepstakes,
in-store point-of-purchase displays and counter cards throughout
October; -- Radio advertising on WINS-AM, WCBS-FM, and WLTW-FM for
the two weeks leading up to the Marathon; -- Subway cards and
platform posters promoting Ensure's new, convenient reclosable
bottle as well as the sweepstakes; -- Ad Van appearances throughout
Manhattan the weekend of the marathon, complete with video screen
projecting the new Ensure commercials; -- Extensive product
sampling among the Marathon runners prior to the race at the New
York City Marathon Health and Fitness Expo, as well as with race
observers in several locations along the race route. Ensure's
sponsorship package of the Marathon, scheduled for November 2, also
includes extensive signage throughout the marathon route, coupon
distribution and ad placement in the participant handbook.
Additionally, Abbott Laboratories' Ross Products Division will be
sending five employees to New York City to run in the marathon.
"With more than 40,000 runners and 2.5 million spectators, the
marathon is a prime opportunity to introduce the new packaging to
those embracing healthy, active lifestyles," said Roger Bird,
divisional vice president, trade sales and marketing, Ross Products
Division. "We're pleased to conduct the Ensure promotion with two
of our regional retail partners, Duane Reade and ShopRite, and look
forward to future opportunities such as these to reach out to
consumers and to further build our market awareness." Ensure, a
leader in the adult nutritional category for 30 years, recently
introduced a convenient, new reclosable bottle for its main product
line, and is now launching similar packaging for its Ensure(R) High
Protein line. The new reclosable bottle offers a more convenient
way to enjoy the complete, balanced nutrition of Ensure for
consumers with a healthy, active lifestyle. Ensure products can be
found in retail sales outlets, including drug, food, mass
merchandisers and club stores. The bottles are available in six-
packs and in five delicious flavors: vanilla, chocolate, butter
pecan, strawberry and coffee latte. The remaining varieties of the
Ensure product line -- Ensure Plus(R), Ensure(R) High Calcium,
Ensure(R) Fiber with FOS -- are expected to be available in the
reclosable bottle soon. Abbott's Ross Products Division - A
Longstanding Commitment to Nutrition As a long-time world leader in
adult and infant nutrition, the Ross Products Division of Abbott
Laboratories is committed to helping people of all ages meet their
nutritional needs. Abbott pioneered the market for adult
nutritionals more than three decades ago. Today, medical research
continues to affirm the importance of proper nutrition in
maintaining health. The adult nutritional family of products
includes Ensure(R) -- a source of complete, balanced nutrition;
Glucerna(R) -- a nutritional product line for people with diabetes;
and ProSure(R) -- a specialized nutritional product for people with
cancer. For more information about Ross Products, visit
http://www.ross.com/ . Abbott Laboratories (NYSE:ABT) is a global,
broad-based health care company devoted to the discovery,
development, manufacture and marketing of pharmaceuticals,
nutritionals, and medical products, including devices and
diagnostics. The company employs approximately 70,000 people and
markets its products in more than 130 countries. In 2002, the
company's sales were $17.7 billion. Abbott's news releases and
other information are available on the company's Web site at
http://www.abbott.com/ . DATASOURCE: Abbott Laboratories CONTACT:
Media, Tracey Noe, +1-614-624-6807, or Carolyn Valek,
+1-614-624-7404, both of Ross Products Division, Abbott
Laboratories, or Financial Community, Christy Wistar of Abbott
Laboratories, +1-847-938-4475 Web site: http://www.ross.com/
http://www.abbott.com/ Company News On-Call:
http://www.prnewswire.com/comp/121546.html
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