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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
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SOURCE Amerifit Brands, Inc.
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