Procter & Gamble’s Metamucil brand is using a little star power to promote a new health campaign that encourages women to “beautify” their hearts.
The company is partnering with actress Brenda Strong, best known for her voiceovers in “Desperate Housewives,” to launch its Metamucil 30 Day Difference for heart health campaign. The company is challenging women to lower their cholesterol by taking Metamucil and participating in a health-related online campaign.
Registration is available at http://www.beautifyYourHeart.com through April. Upon signup, people can create a profile, obtain tips from fitness and nutrition experts and develop a personalized fitness routine. Participants agree to take Metamucil (powder or capsules) every day for 30 days. On the site, visitors can follow four women on their journey for a healthy heart lifestyle.
Heart disease is the No. 1 killer of women. Metamucil is trying to send home the message that its supplements have been recommended by the American Heart Association as a way to lower ‘bad’ LDL cholesterol, Velvet Gogol Bennett, a P&G spokesperson, said.
Metamucil is also distributing free samples online. Visitors to the microsite can request a sample of its Berry Burst flavor. In-store, specially marked packages of the product also carry a free DVD by Core Performance, a fitness and training center.
The campaign also includes an instant-win game and sweepstakes. Visitors can virtually scratch off an online heart to reveal their game message for a chance to win daily fitness-related prizes. All entries will be pooled into a sweepstakes for the grand prize: A five-day, four-night stay at a spa resort in the city of the winner’s choice through March 31.
People can earn five additional entries by entering the digits from the UPC bar code from participating Metamucil products.
TV, print, displays, on-pack materials, online marketing and PR supports the promotion.
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