Hero and IMG go for grown-up image
with Integrated Marketing Group (IMG) in an attempt to shed a
little of its Yummi Bear image and move further into the world of
adult supplements.
The company, probably best known for its nutritional supplements for children and "tweens" - children aged between eight and 13 -, including its Yummi Bears vitamin line.
"Hero has maintained a leading position in the children's supplement category since its inception, and in the coming months will be launching a series of innovative new products targeted toward adults," said Jeff Hilton, president and partner of IMG. "We look forward to helping Hero raise awareness surrounding these new products while continuing to increase visibility of its established brands."
IMG will therefore develop an integrated marketing campaign that includes brand positioning, trade and consumer advertising, packaging design, collateral development and public relations.
Hero signalled it may be attempting a slight change of image when it launched Healthy Indulgence earlier this month
This tautological sounding delight is a line of calcium chocolate bites made with real chocolate, designed to encourage women to up their intake of calcium by encouraging them to indulge their chocolate cravings.
Each chocolate bite contains 500 mg of calcium, 25 calories, two carbohydrates, no trans fats and up to 70 percent cacao. The manufacturers claim they also contain vitamin D, which aids in calcium absorption, as well as antioxidants, and are available in milk and dark chocolate varieties.
"Healthy Indulgence chocolate bites offer a unique and delicious way for women to get their daily dose of calcium," said Jennifer Hodges, founder and CEO of Hero Nutritionals.
Calcium is a particularly important mineral for women, with osteoporosis second only to cardiovascular disease as a leading health care problem, according to the World Health Organisation. Worldwide, the lifetime risk for a woman to have an osteoporotic fracture is 30-40 percent, yet in seven major countries - France, Germany, Italy, the United States, the United Kingdom, Spain and Japan - less than half of women with osteoporosis are diagnosed, according to the International Osteoporosis Foundation (IOF).
