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NEW YORK In a $5 million print and outdoor campaign aimed at strengthening its bond with core consumers, nutritional supplement maker TwinLab has enlisted bodybuilder Lee Priest, the body double for the computer-animated model in the upcoming movie adaptation of The Hulk.
Despite the movie’s broad appeal, the campaign from Hanft Byrne Raboy & Partners in New York pivots on Priest’s reputation as an internationally known bodybuilder and attempts to move the brand away from the mass-market audience it has been courting for the past few years, said Robert Walker, client director of marketing and sports nutrition.
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