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VIACTIV(R) Brand Partners with the Susan G. Komen for the Cure(R), Continuing its 'Style and Strength for Life' Campaign
Date:4/21/2009

Campaign Designed to Educate Women about Calcium, Vitamins, and Healthy Beauty

NEW YORK, April 21 /PRNewswire/ -- The role that vitamin D plays in contributing to overall bone health has long been proven -- the essential vitamin promotes calcium absorption and helps to form and maintain strong bones. Now, vitamin D is being investigated for breast health benefits, and as emerging science suggests, there may be a correlation between adequate levels of vitamin D and breast health. More research on this topic is needed and is currently underway. Fittingly, the VIACTIV(R) Brand -- which has recently increased vitamin D levels to 125% of the Daily Value in each of its VIACTIV(R) Calcium Soft Chews -- signed on to support Susan G. Komen for the Cure(R), the world's largest breast cancer organization, by pledging a sponsorship of $100,000 between August 2008 and July 2009. The Brand's sponsorship fits nicely with its yearlong "Style and Strength for Life" campaign, which is built on an innovative platform uniting the VIACTIV(R) Brand with breakout fashion designer Ashleigh Verrier and her mother and business partner Jude Verrier. The initiative was established to educate women about the connection between adequate calcium, essential vitamins (particularly vitamin D) and healthy beauty.

As part of its "Style and Strength for Life" campaign, and serving as the cornerstone of its Susan G. Komen for the Cure(R) partnership, the VIACTIV(R) Brand will also appear as one of the "silver-level" sponsors of the Komen Philadelphia Race for the Cure(R) this May. The race will take place on May 10 at 8:15 a.m. at Eakins Oval at the Philadelphia Art Museum. The VIACTIV(R) Brand, along with Ashleigh and Jude Verrier, will inspire walkers to pledge their "daily promise to be strong." Each promise, written on a special hangtag, will come together to create a powerful display of strength.


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