Diet Infomercial Will Focus on Scientific Merits

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Drs. Michael and Mary Dan Eades will debut an infomercial next month for Pentabosol, a weight-loss supplement targeted at women age 25 to 55 who are following a low-carbohydrate diet.

The Eadeses, who are diet physicians and developers of the Protein Power Diet and the Protein Power LifePlan, will host the 30-minute infomercial. The show will focus on the scientific research behind Pentabosol's development.

"We got away from the before-and-after format because the story behind the product has more science behind it than the usual weight-loss supplement," said Lee Frederiksen, president of The Frederiksen Group, Falls Church, VA, which is producing the campaign.

"Compared to the target audience of most weight-loss products, Pentabosol's is more educated because the sales approach emphasizes research."

The infomercial will direct consumers to a toll-free phone number to buy the $39.95 package, which includes a 30-day supply of Pentabosol, a Quick Start Guide and an excerpt from the Eadeses' Protein Power LifePlan. Customer service representatives will upsell a Pentabosol continuity program, a diet plan booklet and gram and fat counters.

The Frederiksen Group is responsible for all production, scripting and media buying for the campaign. A fulfillment company has not been selected yet.

Frederiksen began a test of the campaign in early February in various broadcast and limited cable markets.

"We can run this infomercial anywhere and get our target audience," Frederiksen said.

The Frederiksen Group does not plan to launch a short-form version of the campaign, Frederiksen said, adding that a full half-hour is required to explain how the product works.

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