Server: Netscape-FastTrack/2.0a Date: Thu, 18 Dec 1997 07:09:29 GMT Accept-ranges: bytes Last-modified: Tue, 12 Aug 1997 18:53:45 GMT Content-length: 5807 Content-type: text/html HEALTHLAB - In the News

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TWINLAB CREATES AN "RX-FUEL WORLD"
IN BREAKTHROUGH, ANIMATED TV EFFORT

(Ronkonkoma, New York, April 22, 1997) For Immediate Release

Twinlab Corporation, a pioneer and leader in the development and marketing of sports nutrition products, is breaking a new television commercial in support of its Rx-Fuel brand. Rx-Fuel is a state-of-the-art, bio-designed fat-free meal replacement that contains 100% of the daily values of vitamins and minerals, plus important branched chain amino acids.

The commercial uses a sophisticated animated style to depict a stylized Rx-Fuel world, populated by citizens who are working out and becoming healthier. In the spot, an Rx-Fuel "super hero" sprints past these people, and leaps from building to building, until he reaches the very summit of this animated megapolis. During this action, an announcer describes Twinlab's Rx-Fuel as the "the real Rx" and as the "way to build a perfect athlete," detailing its superiority over the competition because of its fat-free, densely nutritious formula.

The Rx-Fuel World commercial breaks nationally Monday, April 28th and is part of Twinlab's ongoing, successful "Feed The Machine" campaign for its line of sports nutrition products created by Hanft Byrne Raboy Abrams & Partners, Inc. Acme Filmworks of Hollywood, California, was the production company.

"Rx-Fuel is reaching a broader marketplace all the time," said Ross Blechman, CEO of the company. "This new commercial communicates the competitive benefits of our product, and makes it accessible to consumers at every level of athletic participation," he added.

The animation technique is decidedly a new approach in the sports nutrition category. "Anyone can imagine themselves as the heroic Rx-Fuel character, whether they run five miles a week, or compete professionally," said Neil Blechman, Executive Vice-President/ Marketing of Twinlab. "That's why we chose the animated technique, and that's what makes the commercial so powerful and motivating."

"It's a fresh look and feel for the category; consumers have seen lots of great bodies, but they've never seen anything like this before," said Doug Raboy, Managing Partner, Creative of Twinlab's ad agency, Hanft Byrne Raboy Abrams & Partners, and writer on the spot.

Twinlab, (NASDAQ: TWLB), whose divisions include Nature's Herbs and Alvita Herbal Teas, is a leading manufacturer of sports nutrition products, vitamins, minerals, amino acids, and special formulas.

For more information, please contact Doug Raboy at (212) 674-3100.


Agency Credits:
Art Director Silvia Frascaroli
Creative Director/Copywriter Doug Raboy
Agency Producer Steffi Binder

Acme Filmworks:
David Wasson Director
Gwynn Adik Producer
J.C. Wegman Animator
Shane Zalvin Animator
Peggy Yamamoto Animator
Beth Thornley Editor

Music by Amber Music Mike Pandolfo, Composer
Sound Mixer Steve Rosen at Howard Schwartz Recording

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