DSEA launches new ad campaign.

The Dietary Supplement Education Alliance (DSEA) has unveiled a new marketing campaign called "Just Like Me." The campaign is aimed at supporting consumer confidence for regular use of dietary supplements. "A paid advertising campaign is essential at this time for our industry," said Elliott Balbert, past president of DSEA and executive chairman of Natrol. "DSEA has been successfully acquiring earned media exposure on behalf of the industry since 2001. We have garnered over 100,000,000 media impressions with positive news about dietary supplements. But that just isn't enough to truly communicate our message. A paid advertising campaign allows us to get the message we want to communicate in our way to consumers. This really is the best way to control our own message and not leave it suspect to misinterpretation."

The "Just Like Me" message communicates to people that those who take the products are hip, upbeat, positive and fun. According to DSEA, sharp, active people, in addition to notable celebrities will be featured in television and radio spots along with print ads and point of sale material. The organization claims this effort will be the dietary supplement industry's version of the "Got Milk?" campaign. DSEA will begin with a test campaign over the next couple months to ensure proof of concept before launching the program nationwide. Test markets have been chosen based on analysis of data, including market segments and demographics, consumer behaviors, attitudes and beliefs, as well as key consumer motivators. The three test markets will be Orlando, FL, Phoenix, AZ, and Tampa, FL.