Natrol Selects Hill & Knowlton as Part of New Marketing Efforts
14/Jul/2004
Leading Nutritional Supplement Company Looks to Expert Marketing Communications Team to Launch Natrol My Defense and Other New Products
Los Angeles, July 13, 2004 - Natrol, Inc. (NASDAQ:NTOL), a leading manufacturer and distributor of nationally branded nutritional supplements, today announced it has chosen communications leader Hill & Knowlton as its public relations agency of record. The firm will support Natrol's marketing communications and media relations activity in the United States and abroad, providing Natrol with a range of integrated communications programs, including media relations, online support, promotions, and other marketing initiatives.
Hill & Knowlton will focus its initial efforts on the recent launch of Natrol® My Defense®, a nutritional supplement that helps support the body's natural defense systems. Natrol® My Defense® features ImmunEnhancer® arabinogalactan - a natural ingredient that studies show promotes healthy function of immune cells, as well as Ester-C®, a nutrient important for immune health. The current launch will include the support of NBA legend Earvin "Magic" Johnson, who will be involved in a variety of initiatives to increase awareness and motivate usage of Natrol® My Defense®.
With years of experience in the healthcare, nutritional supplement and pharmaceutical industries, H&K is primed to work closely with Natrol President and CEO Elliott Balbert and the Natrol team to market Natrol® My Defense® to consumers and showcase the benefits of taking this product on a daily basis.
"We want to share the benefits of using our immune boosting products with every man, woman and child," Balbert said, "and H&K's expertise in the industry and understanding of consumer motivations and needs made the company a natural choice for us. Natrol® My Defense® is a comprehensive formula that promotes healthy immune function and offers everyday immune enhancement. Given H&K's prior success and industry insight, it made sense to choose the firm to help us develop our message and reach our target market in a clear and impactful way."
"The nutritional supplement industry, and, in particular, the market for products that promote overall wellness are growing rapidly," said Bonnie Goodman, general manager, Hill & Knowlton Los Angeles. "We believe that Natrol® My Defense® is a product that can make a difference in the everyday health of millions of consumers. We look forward to educating consumers about the benefits of taking this supplement as part of their everyday routine."
The H&K account team will be directed by Ryan Peal, senior vice president in Hill & Knowlton's Los Angeles office, supported by resources from the firm's national healthcare team, including on-staff medical, public policy and FDA experts.
About Hill & Knowlton, Inc.
Hill & Knowlton, Inc. is a leading international communications consultancy, providing services to local, multinational and global clients. The firm is based in New York, with 70 offices in 37 countries, as well as an extensive associate network. The agency is part of WPP Group plc (NASDAQ: WPPGY), one of the world's largest communications services groups.
About Natrol
Founded in 1980, Natrol, Inc. (NASDAQ: NTOL) is a diversified nutrition company that manufactures and markets premium branded, nutritional products, functional teas and sports fitness products. In addition, Natrol sells premium grade nutraceutical ingredients and contract manufacturing services through its Essentially Pure Ingredients (EPI) Division. Natrol® My Defense® is currently available at GNC, Walgreen's, Vitamin Shoppe, Drugstore.com and many other Health Food stores nationwide. For more information, consumers may contact Natrol at 800-2-NATROL (800-262-8765) or visit www.natrol.com .
Contact: Bob Mauser
Director of Communications
Natrol Inc., Chatsworth
(818) 739-6000