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GOED coalition requires more funds before national rollout can commence.
January 13, 2015
By: Sean Moloughney
Editor, Nutraceuticals World
The coalition formed by the omega-3 industry to reverse the decline of omega-3 sales in the U.S. successfully completed a pilot campaign in Charlotte, NC, growing sales in the region by nearly 6% in just four weeks. However, the group needs more funding before it can roll out its integrated marketing effort on a national scale. Prior to the start of the test program, which targeted health-conscious adults 45-65 years old through a variety of media forms and at popular retail locations, sales in Charlotte were lagging behind much of the U.S. However, by the end of the test run, Charlotte was the best performing region in the U.S., according to the Global Organization for EPA and DHA Omega-3s (GOED), Salt Lake City, UT. Campaign efforts included a variety of consumer directed advertisements, including newspaper and digital ads, a TV commercial, a consumer education website (www.AlwaysOmega3s.com), digital and static billboards in eight Charlotte locations, retail activation signage at CVS, Rite-Aid, Walgreens and Walmart, as well as a social media component. In addition, the coalition reached out to journalists to pitch omega-3 related stories, using registered dietitians on local TV to talk about the benefits of omega-3s, and participated with a booth at Charlotte’s American Heart Association walk. Overall, GOED believes positive messages reinforcing the value and importance of supplementation can influence consumers across the nation and reverse a slide in sales. However, the group still needs more than $1 million to move ahead with its planned national rollout—currently targeted for mid-March. Figure 1: Monthly Charlotte Unit Sales (Compared to 1 Year Prior)
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