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Backed by a $95 million annual media spend, Nautilus’ Bowflex muscle-toning device is familiar to many TV viewers. Now get ready for the possibility of a Bowflex treadmill, free weights, gloves and other accessories. One thing is certain: The perennial direct response marketer is going mainstream.
The Vancouver, Wash.-based client last week tapped Foote Cone & Belding in Seattle to provide marketing ideas on how to expand the Bowflex brand. While it won’t abandon the DR approach entirely, Nautilus wants its new shop to develop traditional ads for the company’s eponymous equipment brand as well.
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