BSF-Test

Week 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.”

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.

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.

How do you introduce yet another anti-wrinkle formula to American woman? What can one possibly say that will make a product stand out from the crowded collagen pack that has heard it all? Projuva had testimonials. But they didn’t have a sales-provoking idea. Then they spoke to infomercial production company Avalanche Creative Services. By utilizing a former supermodel who is now in her mid-forties, Avalanche created a memorable line that encapsulated the concept, “Aging skin is a thing of the past.” This supermodel showed that she still has the looks and the moves and the appeal to women as shown by the response and Projuva sales.

Pain. Arthritis pain. Millions upon millions of people suffer from it and ache to have something that can actually relieve the pain safely and without a prescription. Arthroleve was created to be that safe, natural and effective relief. Dramatizing relief with a memorable approach is something that scores have tried but Avalanche has succeeded in doing. To create a visual metaphor for flexibility, Avalanche hired a dance hall, recruited an award winning tango dancing couple who were in the target demographic, and let them strut their stuff. Bending, twisting, twirling, these dervishes illustrated unforgettably the benefits of Arthroleve. As the calls poured in the product flew out the door and the dance classes swelled!

Tackling difficult and hot issues doesn’t make Avalanche flinch. Child abduction for example. Avalanche was faced with how to market a unique child safety system that consisted of a watch that gave off a shrill alarm the the child could activate if danger arose. Avalanche immediately determined that fear could not be the focus of the marketing effort. “Smart kids are safe kids” became the operating phrase. Educate children and parents about the benefits of the OnGuard system and purchasing rationale would be established. A two minute DRTV advertising spot was created. In order to dramatize the point a renowned child safety expert was recruited to explain the OnGuard system to parents while children were mesmerized by the product’s cool factor. As part of the marketing effort, Avalanche also produced a seperate safety DVD that was given away with the product. The OnGuard system is now sold at Toys R Us and other national retailers.

When you’re a brand that has been around for over 130 years, you might not think that you need to constantly remind people of what you’re all about. You don’t unless your product changes every single year. When RBB&B asked Avalanche to create the DRTV advertising for the 131st edition of their circus, we responded by telling them that our job is to sell tickets.In other words, “Put butts in the seats.” Our first effort succeeded beyond their expectations so when the next year’s edition came out, Avalanche went back to the sawdust and greasepaint and did it again.

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.

This national auto body painting chain had become famous for one phrase that has lasted over a quarter-century, “Uh oh, better get Maaco.” Even though the leader in its category, staying at the top requires a constant infusion of refreshing, creative and pertinent advertising ideas. Additionally Maaco desired to expand beyond their existing clientele as well as introduce new products and services. We recruited a famous auto-person from the movies and utilized his glib and humorous persona to drive home the message that Maaco is the #1 place to go for body repair and auto painting. We also prepared a separate series of commercials for the Latino market using a celebrated Spanish soap opera star. To top off everything we also did commercials with a leading animal trainer who is an expert on “scratches.” Needless to say, Maaco is still the category leader and enjoying an increase in both their standard services and new offerings.