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Greetings From Menopauseland
Date:4/7/2008

Estroven Brand Launches $20MM Advertising Campaign That Looks at Menopause

as a Destination

CROMWELL, Conn., April 7, 2008 /PRNewswire/ -- Amerifit Brands, makers of the natural menopause supplement, Estroven (http://www.estroven.com,) announced today the brand's new integrated, multi-channel advertising platform. The $20mm campaign is focused around a destination called "Menopauseland," a metaphorical place where women are unburdened of the symptoms of menopause. The campaign, which begins its roll-out this week was created by BrandBuzz, a Young & Rubicam Company. Estroven is an over the counter supplement made up of all-natural ingredients such as soy and black cohosh, plus other essential vitamins and minerals, now including vitamin D, clinically shown to help reduce the symptoms of menopause.

(PHOTO: http://www.newscom.com/cgi-bin/prnh/20080407/NYM116 )

Menopauseland is launching via :15 and :30 television spots, print/magazine ads, online advertising and with the rollout of a microsite in multiple phases. The campaign leverages a postcard visual that carries a message from a woman to a friend regarding her experience with Estroven and how it's helped her along the journey to Menopauseland, the destination.

The only way to get to Menopauseland is with Estroven. Once there, it can be a fun, carefree destination where the skies are blue and the sun shines brightly, but as with everything in life, nothing's perfect all the time. Dark clouds form rapidly and unexpectedly and brief storms do occur. But they are short lived and blow away as quickly as they came in.

"Our extensive market research showed us that women in this life-stage are celebrating their achievements and if they can keep the symptoms of menopause at bay, they are happier now than they were when they were younger," says Steve Swenson, Director of Marketing for Amerifit Brands. "Menopauseland is a place where women successfully navigate around their symptoms of menopause and are able to embrace this new phase of life."

"We are proud to deliver this unique creative look at menopause on behalf of Estroven," says Michael Goldstein, Director of Account Management, for BrandBuzz. "The ads tell the story of menopause-aged women enjoying their newfound liberation and freedom to expand their horizons and continue living life to the fullest. The voice-over is of the women writing a postcard telling friends that life is good in Menopauseland, thanks to Estroven."

The media buying strategy was devised by KSL Media. The company did an in-depth analysis of the target consumer in order to reach her where she consumes media. The TV advertising is running on national cable in :30 and :15 units on stations such as Discovery Health, Fine Living, Food Network, HGTV, Lifetime, Oxygen, & WE The spots open on a woman enjoying and relaxing poolside, while getting the attention of a younger, attractive man. The spot is narrated by a woman writing a postcard to a friend thanking her for recommending Estroven. The spot breaks with the postcard moment, "Greetings from Menopauseland." The product becomes hero at this point and the sells the benefits of Estroven as the natural place to start for Menopause symptom relief.

Print is running nationally in multiple publications including Oprah, Prevention, First for Women, Cooking Light, More, and Real Simple.

A microsite, menopauseland.com will also be live at launch. Content will be added in phases over the first month of media flight, including a postcard engine for consumers to upload their own images and write personalized postcards to friends who may be interested. Additional content over the month will be a sweepstakes, t-shirts, games and more.

Online media campaign will run on or around campaign launch on popular health and lifestyle sites such as WebMd, MedTrackAlert, Everyday Health, CondeNet, AIM.

Estroven is available wherever vitamins are sold, including CVS, Costco, Walgreens, and Walmart.

About Amerifit Brands, Inc.

Amerifit Brands, Inc., is a leading consumer health and wellness company with a focus on women's health care products. Estroven(R) is the best-selling natural women's wellness brand in America and addresses the needs of a growing sector of women who experience peri-menopausal and menopausal symptoms. Over three million women have tried Estroven. In addition to the Estroven(R) brand, Amerifit Brands' product portfolio includes AZO Standard(R), the number one urinary pain reliever brand; and Culturelle(R) the leading priobiotic brand. Amerifit Brands' products continue to expand their reach through food drug, mass and health food retailers.

About BrandBuzz

BrandBuzz is a full-service, cross-discipline marketing services agency. A part of WPP Group and fully stand-alone company within Y&R Brands, BrandBuzz strategically fuses creative and media thinking to create the best opportunities to engage our clients' target audiences. For more information, please visit http://www.brandbuzz.com

About KSL Media

KSL (http://www.kslmedia.com) is one of the largest and fastest growing independent media service companies in America. KSL services high-growth clients such as Grey Goose Vodka, Amerifit Brands, Callaway Golf, Turtle Wax, as well as a number of market-leading independent advertising agencies. KSL has offices in New York and Los Angeles.

Contact:

Lauren Mundell

Clifford/Bratskeir Public Relations

212-679-2233

lmundell@bratskeir.com


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SOURCE Amerifit Brands, Inc.
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