GNC Holdings Inc., announced it will, for the first time, advertise during the big game as part of its One New GNC brand relaunch.
“Done right, a Super Bowl advertising strategy, and the subsequent campaign that follows with the investment, has the power to drive significant interest in the brand, encourage trial and do it much, much more quickly than we could with a traditional advertising plan,” Bob Moran, GNC’s interim CEO, said in a news release.
Details on the planned ad were not disclosed. Mr. Moran acknowledged in the release that the ad buy represented a “substantial investment.”
In June, Variety reported that Fox planned to have a $5 million base price to advertise during the 2017 broadcast.
A multimillion-dollar ad buy is a big step for GNC, but company officials apparently believe it’s necessary after a tumultuous year that saw former CEO Mike Archbold replaced in July while sales continued to lag. In late October, GNC reported net income of $147.1 million for the first three quarters for 2016, nearly a $30 million drop from the same period a year earlier.
Read More at: Pittsburgh Post-Gazette