JWTSC to Promote Health Drink

Praising Virtues of Aloe Lu Ya (Say ‘Hallelujah’) for ‘Active Families’
DALLAS–JWT Specialized Communications has been assigned the rollout marketing duties for a new health/sports drink getting a lift from former National Football League star Herschel Walker.
Aloe Lu Ya (as in “hallelujah”), a fruit-flavored beverage containing aloe vera, is currently available in health food stores. But with a major purchase order ready to be filled with Wal-Mart, the brand is looking for JWTSC to mount as much as a $3-5 million marketing campaign to introduce the drink to mainstream consumers.
The agency won the business without a review after talks with officials of Renaissance Man, the Dallas producer of the beverage.
JWTSC managing partner Ron Jenkins said initial assignments will primarily revolve around events, public relations, Internet advertising, in-store merchandising and numerous public appearances by Walker.
Print advertising “will follow the distribution channels,” said Jenkins.