Energy Boost: Armstrong Featured In New FRS Ad Campaign

Energy supplement manufacturer FRS has "kicked off a new campaign touting the endurance-boosting properties of its 'healthy alternative' to traditional energy drinks," including a $30M-plus endorsement effort featuring cyclist Lance Armstrong, who sits on the client's BOD, according to Elaine Wong of BRANDWEEK. FRS has been "sold in retail channels for two years and comes in four forms: Beverage, chew, powder and concentrate." The campaign, titled "Be More," via Hybrid Design, "plays up the brand's scientific claims and professional endorsements." The effort "includes digital and point-of-sale components, as well as direct response television testing in June." The campaign will also "feature real-life athletes that use the product" (BRANDWEEK.com, 4/15).