GNC, a leading global retailer of health, wellness and sports nutrition products, is set to launch a national multi-channel campaign in the US in January 2013. The campaign will continue to strengthen the GNC brand and broaden its market appeal to a whole host of new consumers. This effort will unveil ‘a fully integrated branding, marketing and communications program coast to coast, including a refresh of all in-store graphics, digital and social media and consumer messaging.’
GNC aims to build upon its global leadership position and expertise in the health, nutrition and fitness category while engaging a broader base of consumers to live a healthier lifestyle, as the United States faces rising health concerns and skyrocketing health care costs.
GNC has more than 7,800 retail locations, of which more than 6,000 are in the United States. GNC Holdings Inc has a diversified, multi-channel business model and derives revenue from product sales through company-owned retail stores, domestic and international franchise activities, third party contract manufacturing, e-commerce and corporate partnerships.
(In the UK, GNC stores are separately owned by the Carlyle Group via its NBTY Inc subsidiary. In addition to its own label brand Precision Engineered, GNC UK sells a wide range of other sports nutrition brands including MET-Rx, CNP, High5, Optimum Nutrition, PowerBar and USN.)
Creative touch in the US
Peter Arnell, the original creative force behind the GNC Live Well campaign, will lead the image and brand refresh across the US. Advertising and design guru Arnell has assumed responsibilities in both creative and strategic marketing development, and will work to extend brand continuity across all media types.
“In our continuing mission to support society’s health and wellness with a wide range of solutions and products, our marketing communication and branding efforts will focus on helping to provide great inspiration and support to all who seek a better, healthier lifestyle,” said Joe Fortunato, GNC Chairman and CEO.
Fortunato continued, “Peter will partner with our internal marketing and communications team and lead all creative marketing and brand messaging, including all imagery and film for both print and broadcast. This unique partnership will enable an efficient and powerful result for all of our marketing and creative needs. We are pleased to once again be working directly with Peter.”
