Atkins™ Nutritionals Inc. (“Atkins”), with its market-leading, weight-management products, introduces a new multi-platform marketing campaign including national print, online advertisements and in-store marketing initiatives. The “Sweet. Sexy. Science.” tagline educates consumers about the newly evolved and more lifestyle-friendly Atkins Diet. Courtney Thorne-Smith, lead actress in ABC-TV’s hit sitcom According to Jim, has been an Atkins loyalist for years, and elevates the campaign as the new Atkins celebrity spokesperson.  The “Sweet. Sexy. Science.” tagline of the campaign speaks to Atkins’ brand equity. The “Sweet” refers to the new, more flexible Atkins program that emphasizes good fats, lean protein, vegetables, whole grains and fruit. “Sweet” also refers to the variety of new and improved nutrition bars and shakes launched recently for both men and women. “Sexy” is all about the results you get by following the program and helping users look and feel their best. “Science” is over 50 studies that support the effectiveness of the Atkins program. In fact, a recent two-year study published in the July 2008 issue of The New England Journal of Medicine (NEJM) found a low-carbohydrate diet to be up to 50 percent more effective in achieving weight loss than a low-fat diet.  Starting in January 2009, the new Atkins ads will run in publications such as People, Shape and Health magazines as well as through display banners and in-text advertising on various online consumer channels (e.g. WebMD, iVillage, Yahoo, AOL) and news sites (e.g. ABC News). The in-store retail-marketing component, which focuses on Atkins product lines, will kick-off January 2009 as well.  “With years of ongoing scientific research shaping Atkins dietary recommendations, our new marketing campaign will re-engage consumers with the new, more flexible Atkins, ” said Jennifer McGhee, VP of marketing for Atkins Nutritionals, Inc. “Like Courtney Thorne-Smith, consumers will appreciate how easy Atkins is to follow, the flexible pace and the variety of healthy foods they can consume.”

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