SARASOTA, Fla.—The Dietary Supplement Education Alliance (DSEA) announced it has raised $900,000 in just two weeks to support the test market roll-out of its paid media campaign: “Just Like Me”. NBTY donated $200,000 to the campaign on Feb. 19, coming on the heels of donations from NOW Foods ($25,000) and Leiner ($250,000); DSEA also pitched in $200,000 from its 2007 budget. Leiner has also pledged to match all donations, up to a total company donation of $500K.
The test market campaign will cost $1.5 million, and will take place in Phoenix, Orlando and Tampa, Fla. It will include a call to action sending consumers directly to natural products stores as well as the “Just Like Me” Web site for more information. The national media rollout will be a $20 million effort.
“The initial surge of support for this campaign sends a strong message that now is the time to get involved,” said Jon Benninger, DSEA president and director of business development for Virgo Publishing. “All companies with an interest in the future of the dietary supplement industry should step forward and offer support to whatever degree they can.”