Abbott Laboratories (NYSE:ABT)
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Ensure(R) Makes A Run For Healthy, Active Adults
Abbott Laboratories' Ross Products Division to Sponsor ING New York City
Marathon
COLUMBUS, Ohio, Oct. 27 /PRNewswire-FirstCall/ -- Building upon a 30-year-
brand heritage of complete, balanced nutrition, Abbott Laboratories' Ross
Products Division -- the maker of Ensure(R) nutritionals -- announced today its
continuing efforts to reach out to healthy, active adults by launching an
extensive marketing campaign in the New York metro region to support its
sponsorship of the ING New York City Marathon.
Through a partnership with two leading New York retailers, ShopRite and Duane
Reade, Ross Products Division is aggressively promoting Ensure's new convenient,
reclosable packaging through in-store, outdoor, broadcast, and print
advertising, as well as some creative grassroots efforts for the Marathon.
"Ensure is all about offering convenient, portable nutrition to consumers who
embrace a healthy, active lifestyle," said Chris Scoggins, director of
marketing, general nutritionals, Ross Products Division. "Now that Ensure is in
a portable bottle, we've launched this extensive campaign to make people aware
that they can drink to their health, wherever they go. The ING New York City
Marathon created an ideal opportunity through which we could demonstrate this
point."
To extend the reach and impact of its ING New York Marathon sponsorship, Ensure
is launching an advertising and promotional program throughout the greater New
York metro region. Outreach elements include:
-- Partnerships with New York-based retailers, Duane Reade and ShopRite
for the Big Apple, Healthy Livin' Sweepstakes, which includes a free-
standing insert distributed October 12 in the New York metro area
announcing the sweepstakes, in-store point-of-purchase displays and
counter cards throughout October;
-- Radio advertising on WINS-AM, WCBS-FM, and WLTW-FM for the two weeks
leading up to the Marathon;
-- Subway cards and platform posters promoting Ensure's new, convenient
reclosable bottle as well as the sweepstakes;
-- Ad Van appearances throughout Manhattan the weekend of the marathon,
complete with video screen projecting the new Ensure commercials;
-- Extensive product sampling among the Marathon runners prior to the race
at the New York City Marathon Health and Fitness Expo, as well as with
race observers in several locations along the race route.
Ensure's sponsorship package of the Marathon, scheduled for November 2, also
includes extensive signage throughout the marathon route, coupon distribution
and ad placement in the participant handbook. Additionally, Abbott Laboratories'
Ross Products Division will be sending five employees to New York City to run in
the marathon.
"With more than 40,000 runners and 2.5 million spectators, the marathon is a
prime opportunity to introduce the new packaging to those embracing healthy,
active lifestyles," said Roger Bird, divisional vice president, trade sales and
marketing, Ross Products Division. "We're pleased to conduct the Ensure
promotion with two of our regional retail partners, Duane Reade and ShopRite,
and look forward to future opportunities such as these to reach out to consumers
and to further build our market awareness."
Ensure, a leader in the adult nutritional category for 30 years, recently
introduced a convenient, new reclosable bottle for its main product line, and is
now launching similar packaging for its Ensure(R) High Protein line. The new
reclosable bottle offers a more convenient way to enjoy the complete, balanced
nutrition of Ensure for consumers with a healthy, active lifestyle.
Ensure products can be found in retail sales outlets, including drug, food, mass
merchandisers and club stores. The bottles are available in six- packs and in
five delicious flavors: vanilla, chocolate, butter pecan, strawberry and coffee
latte. The remaining varieties of the Ensure product line -- Ensure Plus(R),
Ensure(R) High Calcium, Ensure(R) Fiber with FOS -- are expected to be available
in the reclosable bottle soon.
Abbott's Ross Products Division - A Longstanding Commitment to Nutrition
As a long-time world leader in adult and infant nutrition, the Ross Products
Division of Abbott Laboratories is committed to helping people of all ages meet
their nutritional needs. Abbott pioneered the market for adult nutritionals
more than three decades ago. Today, medical research continues to affirm the
importance of proper nutrition in maintaining health. The adult nutritional
family of products includes Ensure(R) -- a source of complete, balanced
nutrition; Glucerna(R) -- a nutritional product line for people with diabetes;
and ProSure(R) -- a specialized nutritional product for people with cancer. For
more information about Ross Products, visit http://www.ross.com/ .
Abbott Laboratories (NYSE:ABT) is a global, broad-based health care company
devoted to the discovery, development, manufacture and marketing of
pharmaceuticals, nutritionals, and medical products, including devices and
diagnostics. The company employs approximately 70,000 people and markets its
products in more than 130 countries. In 2002, the company's sales were $17.7
billion.
Abbott's news releases and other information are available on the company's Web
site at http://www.abbott.com/ .
DATASOURCE: Abbott Laboratories
CONTACT: Media, Tracey Noe, +1-614-624-6807, or Carolyn Valek,
+1-614-624-7404, both of Ross Products Division, Abbott Laboratories, or
Financial Community, Christy Wistar of Abbott Laboratories, +1-847-938-4475
Web site: http://www.ross.com/
http://www.abbott.com/
Company News On-Call: http://www.prnewswire.com/comp/121546.html