06.01.04
Sylvester Stallone and his business partners visited Grey [Global Group] in September looking for ideas for the launch of a nutritional supplement company, which didn’t have a name for itself or its line of products. Following a brief review, the Grey Global Group shop’s Los Angeles office, along with its GCI Group public relations and G2 branding units, got to work on all aspects of the firm’s development, from product names to packaging. The shop’s first work for the company’s line of five supplements breaks in June issues of Muscle and Fitness magazines…Print ads for Instone—a name chosen because it suggests a chiseled physique and references Stallone in a rhyme without being explicit—feature a shot of the product line in a double-page spread and an inset of a svelte Stallone, 57, proclaiming in a headline, “I’m not just the founder and chairman. I’m the guinea pig.” In copy below, he adds that “health and fitness changed my life.” [T]he brand initially will target “hard-core enthusiasts, then expand to a broader health-and-fitness-conscious consumer”…Instone’s first five products include energy and testosterone boosters and lean meal replacements.
—Yahoo news, 3/31/04
—Yahoo news, 3/31/04