Can a New Marketing Campaign Bring Vitality Back to GNC?

The retailer seeks to reposition its in-store sales associates as wellness coaches

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While health and wellness retailer GNC isn’t as physically fit as it once was, a new ad campaign might help restore some vitality.

In a lighthearted, self-deprecating spot from Havas New York that debuted earlier this month, GNC invited viewers to see the company in a different light by focusing on an asset more valuable than a tub of protein powder or stockpile of vitamins. That special ingredient? Its in-store sales associates, which the ad represents through a relentlessly resourceful female spokesperson eager to assist customers with their unique health goals.

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