underWAY™ Uncaps New Appetite Suppressant Beverage Category

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Retail Rollout and R2C Group Ad Campaign With Brooke Burke in Full Swing

"The underWAY line represents an exciting breakthrough in the bottled beverage category..."

underWAY, the first-ever beverage scientifically formulated to suppress hunger, makes its debut this month in retail stores across North America and through an R2C Group-developed multi-media advertising campaign featuring actress, supermodel and mother Brooke Burke, co-host of ABC’s Dancing With The Stars.

Developed over three years and tested in 40 weight management centers, underWAY beverages are formulated with appetite-suppressing Hero Fiber™ that slows down absorption of foods in the stomach and increases the feeling of fullness. The beverage also contains vitamins for energy and all-natural ingredients that amount to just 10 calories per 8-ounce serving, with no preservatives, sodium or sugar. underWAY comes in 16-ounce bottles and four flavors: acai pomegranate, grape, orange and green tea.

“This product line reflects our belief that appetite suppression will become the next big diet trend,” said Richard Kayne, Chief Operating Officer of Florida-based Better Health Beverages which markets underWAY beverages. “If you are going to maintain or lose weight, you have to control hunger.”

The underWAY marketing campaign is designed by Portland, Ore.-based R2C Group, the country’s largest independent consumer-direct advertising agency. Work began in 2009 on brand positioning, packaging and collateral, and includes direct response print and television advertising using 30, 60 and 120 second spots featuring Ms. Burke. The campaign intensifies in mid-April with retail-tagged ads that coincide with the product appearing on shelves at grocery, drug, wholesale club and specialty nutrition stores across North America.

“We feel the underWAY line represents an exciting breakthrough in the bottled beverage category that struggled to maintain sales volumes last year,” said Tim O’Leary, CEO of R2C Group. “Until now, products to manage appetite have been the domain of foods rather than beverages.”

Coincidentally, the campaign rollout matches Ms. Burke’s new co-hosting responsibilities for ABC’s hit show Dancing With The Stars, after she won the competition as a contestant in 2008. She also appears on The Doctors and TV Land’s new She’s Got The Look, and represents an apparel line for mothers.

The campaign features Burke in casual and glamorous studio settings. The ads conclude with Ms. Burke saying, “I’m into this (an underWAY beverage) because it helps me get into this (an evening gown).”

"I am proud to align myself with a product that provides a real solution to a pervasive problem faced by everyone -- hunger pangs," said Burke. "As a busy mother of four children with a hectic work schedule, I try to eat healthy and maintain energy. underWAY gives me an easily portable solution to keep me going to my next healthy meal or snack."

underWAY beverages are available in 24-packs, 4-packs and single servings. Pricing is comparable to energy drinks, soft drinks, and meal replacement products. The product also is available directly from the company at http://www.tryunderway.com.

Better Health Beverage products were formulated with the supervision of Dr. Sasson Moulavi, M.D., medical director of Smart for Life™ Weight Management Centers and Better Health Beverage, both based in Boca Raton, Fla. Dr. Moulavi was educated at McGill University in Montreal and has specialized in the study and treatment of Bariatric Medicine for more than 15 years. He has created more than 20 products to help people lose weight and live healthier.

About R2C Group
R2C Group, Inc., the largest independently owned, direct response advertising agency in the country, specializes in brand-building accountable advertising. Headquartered in Portland, Oregon, with offices strategically located across the country, R2C Group combines the talent of its creative division, Respond2, and the expertise of its media buying divisions, Cmedia and MMSI (Marketing & Media Services). Pioneers in branded DRTV production, dovetailed with efficient, high performance media planning, R2C Group’s clients include World’s Best Cat LitterTM, General Mills, Procter & Gamble, Estee Lauder, Adobe, Philips, The Home Depot, Bare Escentuals, Icon Health & Fitness, Humana Healthcare, Nautilus Bowflex, Euro-Pro, Freescore.com and many others. More information is available at http://www.r2cgroup.com.


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