Sunset Health Products Inc. extended its relationship with Inter/Media Advertising Inc. by tasking the Encino, CA, agency to create a campaign to introduce the Hollywood 24-Hour Miracle Diet.
The agency also will handle ads for the new Hollywood 48-Hour Miracle Diet Low-Carb, an extension of the Hollywood 48-Hour Miracle Diet. It will have $5 million for print, radio and direct response television advertising to promote the juice-fasting diet products.
“The mandate is to make this new [24-hour] brand just as successful as the 48-hour diet, and we believe it can be because it's packaged in a more convenient size and it's less expensive,” said Bob Yallen, president of Inter/Media.
Inter/Media previously had a $20 million budget from Sunset Health, Los Angeles, to advertise the original Hollywood 48-Hour Diet.
Priced at $9.99, the 16-ounce Hollywood 24-Hour Miracle Diet is a natural blend of juices and botanical extracts to be mixed with water and sipped throughout the day.
The campaign, themed “I lost 21 pounds on a one-day diet,” aims to ride the interest of the popular Atkins and South Beach diets. The 24-hour product's slogan is, “Lose Up to 5 Pounds in 24 Hours!” All Hollywood Diet variants are available in stores and sold on TV.
