Amway Global to Launch Mobile Brand Experiences

Share Article

Traveling NUTRILITE® and ARTISTRY® brand experiences to support broader brand-building campaign for Amway Global

Amway Global today announced that it will launch a North American tour of mobile brand experiences to increase consumer awareness of its two flagship brands, NUTRILITE® vitamin, mineral, and dietary supplements; and ARTISTRY® skin care and cosmetics.

The tour will feature two customized vehicles that will educate consumers about the brands and offer opportunities for product sampling. The vehicles, a customized motor coach featuring the ARTISTRY brand and a customized semi trailer featuring a NUTRILITE experience, will begin touring October 1 in support of Amway Global's Presenting Sponsorship of "Tina Turner Live in Concert."

"This campaign is unlike anything Amway Global has done before," says Steve Lieberman, Managing Director of Quixtar North America/Amway Global. "We're incredibly proud of our ARTISTRY and NUTRILITE brands, but they've been two of the world's best-kept secrets. We intend to change that by literally taking these brands on the road and introducing them to consumers. We're excited to take to the streets, show consumers what we're all about, and support the Independent Business Owners (IBOs) who sell these products and have made these brands global leaders in their categories."

ARTISTRY generates more than $1 billion in annual global sales and has been one of the world's top five best-selling prestige beauty brands for more than seven years.* The ARTISTRY mobile experience is a fully customized motor coach that offers consumers brand education in a relaxing spa experience. The coach includes an intimate lounge for product sampling and a comfortable spa station where consumers can enjoy complementary services. Consumers also will have the opportunity to experience product sampling and informative and interactive touch-screen LCD presentations outside the coach.

The NUTRILITE mobile experience consists of a fully customized 1,000-square-foot semi trailer offering health assessments, product sampling, and a variety of interactive displays conveying NUTRILITE's "Best of Nature, Best of Science, Best of You" philosophy. NUTRILITE is the world's leading brand of vitamin, mineral, and dietary supplements, based on 2007 sales.

The tour kicks off this fall along with Amway Global's sponsorship of Grammy-winning singer Tina Turner's upcoming North American tour. "Amway Global Presents Tina Turner Live in Concert" will span at least 36 concerts in more than 20 U.S. and Canadian cities, beginning on October 1 in Kansas City. The mobile brand experiences will accompany the concert tour this fall, and their 2009 schedule will be announced later this year.

The mobile brand experiences are part of a larger Amway Global investment to help raise public awareness of its business, opportunity, and products in North America. The company currently operates as Quixtar North America/Amway Global but is transitioning to the Amway Global name by 2009. To support this brand transition and also build awareness for the company's flagship NUTRILITE vitamin and supplement brand and ARTISTRY skin care and cosmetics brands, the company is investing in a multi-million dollar advertising campaign, direct response marketing, and high-profile sponsorships such as the Tina Turner tour and a national sponsorship of the YMCA announced last week.

About Quixtar North America/Amway Global

Based in Ada, Mich., Quixtar North America/Amway Global is part of the Alticor group of companies, founded by the DeVos and Van Andel families. Alticor is led by Steve Van Andel, Chairman, and Doug DeVos, President. Global sales for the Alticor group of companies, which include Amway, Access Business Group, Alticor Corporate Enterprises (ACE), and Quixtar, exceeded $7.1 billion in fiscal 2007.

*Based on Euromonitor study of global 1998-2003 retail sales and a Euromonitor study of global 2001-2005 retail sales of facial skin care and colour cosmetics.

###

Share article on social media or email:

View article via:

Pdf Print

Contact Author

ANNA BRYCE
Quixtar
616-787-6482
Email >

Robin Luymes
Quixtar
616-787-6338
Email >
Visit website