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Greetings From Menopauseland

Tuesday, April 8, 2008 General News
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CROMWELL, Conn., April 7, 2008 Amerifit Brands, makers ofthe natural menopause supplement, Estroven (www.estroven.com,) announced todaythe brand's new integrated, multi-channel advertising platform. The $20mmcampaign is focused around a destination called "Menopauseland," ametaphorical place where women are unburdened of the symptoms of menopause.The campaign, which begins its roll-out this week was created by BrandBuzz, aYoung & Rubicam Company. Estroven is an over the counter supplement made upof all-natural ingredients such as soy and black cohosh, plus other essentialvitamins and minerals, now including vitamin D, clinically shown to helpreduce the symptoms of menopause.
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(PHOTO: http://www.newscom.com/cgi-bin/prnh/20080407/NYM116 )

Menopauseland is launching via :15 and :30 television spots,print/magazine ads, online advertising and with the rollout of a microsite inmultiple phases. The campaign leverages a postcard visual that carries amessage from a woman to a friend regarding her experience with Estroven andhow it's helped her along the journey to Menopauseland, the destination.
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The only way to get to Menopauseland is with Estroven. Once there, it canbe a fun, carefree destination where the skies are blue and the sun shinesbrightly, but as with everything in life, nothing's perfect all the time. Darkclouds form rapidly and unexpectedly and brief storms do occur. But they areshort lived and blow away as quickly as they came in.

"Our extensive market research showed us that women in this life-stage arecelebrating their achievements and if they can keep the symptoms of menopauseat bay, they are happier now than they were when they were younger," saysSteve Swenson, Director of Marketing for Amerifit Brands. "Menopauseland is aplace where women successfully navigate around their symptoms of menopause andare able to embrace this new phase of life."

"We are proud to deliver this unique creative look at menopause on behalfof Estroven," says Michael Goldstein, Director of Account Management, forBrandBuzz. "The ads tell the story of menopause-aged women enjoying theirnewfound liberation and freedom to expand their horizons and continue livinglife to the fullest. The voice-over is of the women writing a postcard tellingfriends that life is good in Menopauseland, thanks to Estroven."

The media buying strategy was devised by KSL Media. The company did anin-depth analysis of the target consumer in order to reach her where sheconsumes media. The TV advertising is running on national cable in :30 and:15 units on stations such as Discovery Health, Fine Living, Food Network,HGTV, Lifetime, Oxygen, & WE The spots open on a woman enjoying and relaxingpoolside, while getting the attention of a younger, attractive man. The spotis narrated by a woman writing a postcard to a friend thanking her forrecommending Estroven. The spot breaks with the postcard moment, "Greetingsfrom Menopauseland." The product becomes hero at this point and the sells thebenefits of Estroven as the natural place to start for Menopause symptomrelief.

Print is running nationally in multiple publications including Oprah,Prevention, First for Women, Cooking Light, More, and Real Simple.

A microsite, menopauseland.com will also be live at launch. Content willbe added in phases over the first month of media flight, including a postcardengine for consumers to upload their own images and write personalizedpostcards to friends who may be interested. Additional content over the monthwill be a sweepstakes, t-shirts, games and more.

Online media campaign will run on or around campaign launch on popularhealth and lifestyle sites such as WebMd, MedTrackAlert, Everyday Health,CondeNet, AIM.

Estroven is available wherever vitamins are sold, including CVS, Costco,Walgreens, and Walmart.

About Amerifit Brands, Inc.

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