RealAge Teams With Mass Merchants

LOS ANGELES Health- and lifestyle-media company RealAge this Saturday partners with Wal-Mart and Unilever to motivate consumers to start feeling better and living healthier lives in 2006, a company representative said.

The “Get Started Today” event is scheduled for all 3,364 Wal-Mart stores in the U.S., the rep said. Promoted via a two-week local and in-store radio, TV, print and online ad campaign—crafted by RealAge, Wal-Mart, Unilever and WPP’s Ogilvy & Mather Public Relations, New York—the daylong promotion features product and recipe demonstrations, “healthy lifestyle” discounts and free samples of Unilever’s Slim-Fast, Quaker Oats, Citrucel, Vaseline and Lipton Tea.

Every shopper will receive a complimentary “Guide to Living Well.” It includes “RealAge tips that will help them feel better, look younger and live longer,” the rep noted. A selection of RealAge-published books will be available for purchase. In addition, consumers can take an abridged version of the RealAge test, a proprietary metric meant to determine one’s “real” age based on genetics, medical background and lifestyle.

Based in San Diego, RealAge utilizes international print, broadcast and online outlets to provide highly targeted, sponsored messages about health-related products and choices.

RealAge spent $2.6 million on advertising in 2004 and $1.3 million in the first nine months of 2005, per TNS Media Intelligence.

The “Get Started Today” effort marks the company’s most significant promotion in its six-year history, the rep said. A project-specific spend was not available.