NEW YORK In its first national effort since the death of spokesperson Anna Nicole Smith, TrimSpa today unveils a campaign that features more than 200 customers who tout the company's products.
Despite its high-profile, TrimSpa has not been a huge media player, spending about $10 million annually on ads in recent years, per TNS Media Intelligence.
The latest effort, "Who will you inspire?" via 22digital, New York, is anchored by a 30-second spot breaking today that enables viewers with DVRs who pause on each TrimSpa customer highlighted in the ad to examine before-and-after shots. The spot also directs viewers to Trimspa.com, to access testimonials of each consumer. Cassie Joy Tebo, for example, lost 40 pounds, Selina Rush lost 36, and so on.
Each photograph comes with this disclaimer: "The above photo represents an 'after after' photograph from the dates listed. To see a larger image of what Cassie looked like at the end of her 12-week challenge, click on the [after after] photo."
TrimSpa earlier this year paid $1.5 million to settle Federal Trade Commission allegations that its weight-loss claims were unsubstantiated. According to the FTC's complaint, the marketers had inadequate scientific evidence to support their advertising claims that TrimSpa causes rapid and substantial weight loss and that one of its ingredients, hoodia gordonii, enables users to lose substantial amounts of weight by suppressing appetite.
The new spot is set to the song, "Can You Feel It," by Voodoo Babies, which was used in the original Anna Nicole "TrimSpa Baby!" spot.
"TrimSpa customers are passionate about the product because it works for them—often when nothing else has," Alex Goen, CEO and founder of TrimSpa, Whippany, N.J., said in a statement. "We started out as a brand that was about giving customers products that work and celebrating their success. Anna overshadowed the millions of other customers. Now it's time to celebrate their success once again."