Brand Response Advertising
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Case Studies
What began with one ambitious entrepreneur working from his home has turned into a hugely successful nutriceutical business with the help of the breakthrough ideas and execution by infomercial production company Avalanche Creative Services. By presenting Iceland Health Omega-3 in an infomercial true-life situation, sales jumped dramatically. This success brought about 6 additional extensions of the Iceland Health brand. In 2006, with the help of Avalanche, Iceland Health sold over 26 million dollars of fish oil. After these successes, Iceland Health was purchased by publicly-traded Nutrition 21. Iceland Health products are successfully selling through direct response channels as well as in over 21,000 retail locations nationwide.
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This telecom company had a major problem – it was a billion-dollar corporation with about a nickel’s worth of awareness, even though its product advantages were staggering. Starting with the creation and execution of a B-to-B TV commercial that touted the price and service of IDT long distance, Avalanche won additional responsibilities including collateral and direct mail as well as TV for the US general and Latino markets. Steadily IDT became more widely known in new consumer sectors for long distance service. Most importantly, the calls from consumers and businesses increased impressively.
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W eek after week a new weight loss product appears and claims to be a “revolutionary breakthrough.” So how can the clutter and boredom be broken when an actual breakthrough does come along? When Avalanche was approached to present a new weight loss product called Cylapril, we looked for a real USP rather than a contrived difference.
A malfunctioning adrenal system is a major cause of weight gain and over 80% of Americans suffer from it – without even knowing it. By introducing people who want to lose weight to the concept of “adrenal fatigue” and positioning Cylapril – a proprietary formulation developed by the Adrenal Fatigue Institute – as the solution to “adrenal fatigue”, Avalanche developed, created and produced a comprehensive and scientifically intriguing infomercial to tell the story.
From the day the infomercial aired the response from people who want to lose weight has been amazing. Today the Cylapril show is in the Top 25 of all U.S. infomercials. Avalanche has recently produced a Spanish DRTV advertising version of Cylapril. They also just edited two minute, one minute, and five minute versions. Cylapril is now being introduced into retail. And Avalanche has achieved yet another “breakthrough.”
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This specialty retailer of hair re-growth products directed to African-American women was nervous about taking their message to television. Why? They were skeptical that advertising to such a small niche market would actually work. Infomercial Production Company Avalanche Creative Services created a DRTV advertising commercial with attitude targeted to their customers. After one television airing, they received responses in the thousands. Today, Re-Gro is being successfully marketed on television while additionally driving sales at retail.