Calorease FBCx: Building A Brand All The Way To Dr. Oz


This past February, the U.S. patented super fiber, FBCx™ was featured on an episode of The Dr. Oz Show titled, “How To Get Your Fat To Eat Itself”. The weight management tool from client, Soho Flordis International does just that: it binds to the fat from your meal and removes it from your body.

It was significant exposure to have FBCx™’s effectiveness confirmed by a highly revered public figure such as Dr. Oz. In the segment, he proclaimed, “This is a very cool fiber that has amazed my entire staff…It can eliminate 9x its weight in fat, it removes 500 calories of fat per day.” The feature ended with a demonstration to represent FBCx™’s impressive power by having a 50-pound girl push a (much larger) sumo wrestler.

Gauger + Associates has been working with SFI to position and brand FBCx™, then create consumer outreach from the ground up, beginning with naming and branding Calorease then packaging. We built extensive websites for both FBCx™ and Calorease™, with animation and e-commerce capabilities tied closely to social media. The trade launch included advertising, trade show booth design and collateral material. The consumer launch plan leveraged nationwide distribution at GNC with an advertising, SEM and public relations outreach program this diet season.

The Dr. Oz segment is a turning point for the ingredient and the brand: has been visited over 68,000 times and boasts 58,000 visits this February. The product is selling as fast as they can be produced.

Members of the G+A team are big fans of this natural product. If you want to try it, Calorease™ 180-count packs are available at select GNC stores and online at

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Recently, a dozen custom websites have been created for a diverse range of clientele and industries including Real Estate, Food, Retirement Communities, Diet Supplements, Municipal Service Agencies and Tech. The use of technology on each site has been diverse — video/animation, learning tools, games, consumer promotions, and responsive design for compatibility with multiple devices.

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This month, we are highlighting our interactive design work for Dividend Homes. When it came time to tackle a new website, this longstanding client turned to Gauger + Associates. Not only was it important to establish a strong online presence for its current new home communities, but Dividend also wanted to highlight a half dozen upcoming communities. The site is filled with imagery of past, present and future communities, as well as community-specific details such as floor plans and renderings.

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The hard work has resulted in recognition from The National Association of Homebuilders this February who awarded Silver in the category of Best Website for 2014. Gauger + Associates also received honors at The Nationals for radio, television and print advertising for Shea Homes and The Peninsula Regent.

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12,000 Homeshoppers Descend on the Baker Ranch Grand Opening in Orange County

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It’s quite rare that we have two clients collaborate on a single community, yet with Toll Brothers and Shea Homes’ master-plan community, Baker Ranch, located in Southern California’s Lake Forest, that was the case.

Set within the scenic foothills of Lake Forest and on the City’s largest undeveloped site, Baker Ranch is the first (and possibly the only) planned community to open in Orange County this year. Baker Ranch comprises three villages, encompassing neighborhoods of single-family homes, town homes and apartments. Village One features a community park with lush, “ready for play” athletic fields, community greens surrounded by picnic and grill pavilions, elaborate play structures, three pools, two clubhouses and plenty of open space.

Gauger + Associates’ work began with brand positioning, logo and brand graphics for the community. The Agency applied this to signage and wayfinding systems, visitor center design, an interactive site plan, seven videos, a brochure, advertising and website ( and more recently into a digital and social media campaign which received an overwhelming response. Baker Ranch’s positioning is centered around the theme of adventure and exploration, as reflected in the community’s tagline, “Dedicated to Life’s Adventures”, whether exploring the nearby hiking trails or enjoying the many parks and recreation centers onsite.

The results have been impressive. An online interest list of over 7,000 people was generated in a matter of just a few months leading up to the opening. E-blasts achieved open rates of over 70% and click through rates of over 40%. On February 8th, Baker Ranch’s Grand Opening, an estimated 10,000 homeshoppers toured the six new residential neighborhoods of Village One. The month also saw 29,000 web visits and the sale of nearly every home released.

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