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AdvantEdge

AdvantEdge: It’s hard to argue: Cindy Crawford is pretty attractive. So the people behind AdvantEdge, the nation’s leading women’s sports nutrition brand, decided to hire her to be their spokesperson. Great idea? Well, no. It turns out most women credited her body to genes not workouts. So we moved her off the runway and into the gym. We showed her working hard, setting goals and using AdvantEdge to help achieve results. New testing showed women now credited Cindy’s workouts and AdvantEdge - although they still wanted her genes.

 

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AdvantEdge

Unlike athletes or bodybuilders who will change their lives to fit their body goals, the AdvantEdge consumer needs their goals to fit into their lives. So we developed the strategy “Your Goals. Your AdvantEdge”. The campaign showcased individual women and their goal to living a healthier life through proper nutrition and exercise. Thanks to AdvantEdge, they were able to achieve both.

 

Services provided
• Brand strategy
• Brand messaging
• Marketing & advertising

 
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