Our team mounted a high-profile visibility campaign for the launch of the LifeWise brand of personal wellness products for mass market distribution. The strategy: build a new brand to be carried exclusively by RadioShack stores, and position it as a change agent to help women take their health to heart. Actress Vanessa Williams helped convey the call-to-action: make one change a month and improve your health by taking the “LifeWise Pledge.” Not only did we motivate consumers to get “LifeWise,” we generated national placements in outlets such as “The View,” CNN, Woman’s Day and many more.
