Atkins Nutritionals, known for its controversial low-carbohydrate diet programs, is touting the low-sugar content of its new ready-to-drink shakes for the first time with a print campaign from Powers/Sive.
"Atkins shake, what smart bodies crave" is the tag, and the campaign will break in February in nine natural food publications, such as GNC magazine. A separate ad with the same theme targets more main-stream health publications, with executions slated for the March issues of Self, Shape, and Modern Maturity, said Trisha Emish, the Cincinnati agency's senior account executive.
"We want to show the consumer in the advertising that there is a new product out there in a very competitive category with all the taste they want without the sugar they don't," said Richard Hirsch, vice president of sales and marketing at Atkins, New York.
Spending was not disclosed but was expected to be a significant boost from Atkins' past outlay. Atkins spent $500,000 through July of this year, according to Competitive Media Reporting.
To get the message out and blow the whistle on the sugar-laden competition, the March campaign will take an educational approach. Ads show an Atkins product as lighter on a weight scale compared with other diet shakes, said Scott Seidewitz, the agency's vice president of strategic planning and branding.
"Another ad will have shots of a competitor in the candy aisle and on an ice cream truck to strategically raise awareness," Seidewitz said.
The ads for the more nutrient-educated consumer will feature a bloated Atkins' shake can with a headline that reads "So full of good stuff, there is no room for added sugar." The executions have not been finalized, but the concepts are in line with Atkins' message, Hirsch said.
Powers/Sive beat out two other agencies and won the account last month, Hirsch said.