PITTSBURGH - April 25, 2014 // PRNewswire // - GNC Holdings, Inc. (NYSE: GNC), the nation's largest specialty retailer of health and wellness products, today announced the launch of its new national brand campaign: "Beat Average." The campaign is designed to open a conversation with health and wellness consumers about their daily personal wellness goals and how GNC can be their ongoing partner and ally in beating average.
Joseph Fortunato, chairman, president and CEO, GNC Holdings, Inc., said, "Since 1935, we have been committed to being above average in our products, stores and customer service. Our array of superior products can meet a wide range of individual needs. This campaign is grounded in GNC's DNA and establishes 'average' as a common enemy we all can relate to when it comes to health and wellness. No matter who you are, average is in all of us and GNC is here to encourage everyone to "Beat Average" in regards to achieving their overall wellness goals and helping to celebrate their successes."
Developed by Carmichael Lynch, its agency of record, the campaign will debut globally in GNC's 8,500 stores on April 25 and will premiere during network prime time on May 3. The campaign includes a mix of network prime, premium and targeted cable, out of home, newspaper, magazine and online media. The Beat Average campaign can be viewed at https://www.youtube.com/GNCvids.
"GNC is a lifestyle brand with a loyal base of dedicated fitness customers whose goal is to live a healthier lifestyle. The Beat Average campaign extends GNC's reach with a wide base of consumers who are committed to achieving their own health and wellness goals and welcome a partner in doing so. With the highest quality products and world-class product development capabilities, in addition to their educated in-store staff providing unparalleled customer service, GNC is that partner. Beat Average encourages us to be a little better than we were yesterday, in any way — great or small. The Beat Average campaign not only underscores this sentiment, but brings it to life," said Marcus Fischer, president and chief strategy officer, Carmichael Lynch.
GNC's product development is driven by an in-house staff of scientists and nutritionists aided by the GNC Medical Advisory Board, which is comprised of Board Certified physicians. GNC also manufactures its own private label products in the United States under stringent quality assurance guidelines.
GNC Holdings, Inc., headquartered in Pittsburgh, Pa., is a leading global specialty retailer of health and wellness products, including vitamins, minerals and herbal supplement products, sports nutrition products and diet products, and trades on the New York Stock Exchange under the symbol "GNC."
The Company — which is dedicated to helping consumers Live Well — 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. GNC's broad and deep product mix, which is focused on premium, value-added nutritional products, is sold under GNC proprietary brands, including Mega Men®, Ultra Mega®, Total Lean™, Pro Performance®, Pro Performance® AMP, Beyond Raw®, and under nationally recognized third party brands. As of December 31, 2013, GNC has more than 8,500 locations, of which more than 6,300 retail locations are in the United States (including 1,012 franchise and 2,215 Rite Aid franchise store-within-a-store locations) and franchise operations in more than 50 countries.
Carmichael Lynch has earned a worldwide reputation for building brands through inventive ideas. The agency's portfolio of clients includes Subaru of America, Jack Link's Beef Jerky, Trane Inc., American Standard Heating and Air Conditioning and other envied brands. Carmichael Lynch Inc. is owned by the Interpublic Group of Companies Inc. (NYSE: IPG), New York. For more information, visit www.carmichaellynch.com.