GNC Holdings Inc. (NYSE: GNC) will advertise in the Super Bowl for the first time in the company’s history. The February 5, 2017 event will feature a commercial, along with associated placements and promotions, coinciding with the upcoming relaunch of the brand as One New GNC.
One New GNC is a rebranding wherein the company will close all U.S. corporate stores on December 28 and reopen December 29 as One New GNC, with a new customer experience model and business model.
“The decision to make the substantial investment in Super Bowl advertising and promotions reflects our commitment to raise awareness of the One New GNC and invite consumers back into our stores. Done right, a Super Bowl advertising strategy, and the subsequent campaign that follows with the investment, has the power to drive significant interest in the brand, encourage trial and do it much, much more quickly than we could with a traditional advertising plan,” said Bob Moran, GNC’s interim CEO.
“The Super Bowl strategy will build awareness of GNC as a partner in the healthy lifestyle journey of Americans, whether they are looking to maximize their sports performance and fitness, maintain a healthy weight or achieve and sustain general wellness,” said Jeffrey R. Hennion, executive vice president, chief marketing & e-commerce officer, GNC. “While the One New GNC is backed by robust marketing aimed at our core consumer, our detailed analysis shows that, as we fundamentally shift our business model and our offering, the Super Bowl can deliver an attractive return on investment.”
Photo courtesy GNC
