CLIENT
Nintendo of America
Reggie Fils-Aime, Executive VP of Sales & Mktg.
George Harrison, Senior VP of Mktg. & Corp Communication
Robert Matthews, Senior Dir.- Consumer Mktg.
Kelli Koenig, Senior Advertising Mgr.
Michelle Mares, Advertising Mgr.
AGENCY
Jamie Kieffer, Account Dir.- SVP
Mick McCabe, Planning Dir.- SVP
Michelle Schaefer, Senior Account Planner- VP
Ambika Razden, Media Supervisor
Gary Fox-Robertson, Associate Creative Dir.- VP
Vince Cook, Associate Creative Dir.- VP
Starcom MediaVest Group
SUMMARY
In an increasingly competitive environment, GNC successfully defended its leadership in the nutritional supplement category against the encroaching retail giants. The brand grew faster than the category, beat its established sales goals and ultimately gained share of mainstream consumers at the expense of mass merchandisers and chain drug stores. It did so by aggressively advertising and marketing its understanding of wellness and its quality products via its "live Well" campaign.
