Case Studies (EAS)

Background
A division of Abbott Laboratories, EAS produces a variety of nutritional supplements including energy bars, shakes, powders and ready-to-drink products.

Program Detail
A crowded, competitive field, sports nutrition also tends to be confusing to consumers who say they need solid information to make informed purchases. EAS used an integrated media program that included Experience Life magazine, in-club television and signage,
sampling and event sponsorship.

Results
At month five of a 12-month program in progress, 22 percent of the Life Time Fitness audience had purchased EAS products, with 12 percent perceiving EAS products more favorably.

Source: Questus Research June 2007