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: FBCx.com has been visited over 68,000 times and Calorease.com 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 http://www.calorease.com/buy.