Amway announced that they will launch a mobile brand experience tour in the US to raise awareness of two of its flagship brands, Nutritlite - the dietary supplement subsidiary of Amway, and Artistry, a skin care and cosmetics line.
The mobile tour will feature two customized motor coach buses and will travel to over 20 cities across the US during the fall of 2008. The tour will follow the Amway Global sponsored, Tina Turner Live in Concert tour which begins October 1st.
“This campaign is unlike anything Amway Global has done before,” says Steve Lieberman, Managing Director of Quixtar North America/Amway Global. “We’re incredibly proud of our ARTISTRY and NUTRILITE brands, but they’ve been two of the world’s best-kept secrets. We intend to change that by literally taking these brands on the road and introducing them to consumers. We’re excited to take to the streets, show consumers what we’re all about, and support the Independent Business Owners (IBOs) who sell these products and have made these brands global leaders in their categories.”
Artistry and Nutrilite, although not well known brand names, generate over a billion dollars in sales globally each year. Artistry itself generates over a billion dollars, and has been one of the top five best selling cosmetics brands around the world for over 7 years. Nutrilite, based on 2007 sales, is the leading brand of vitamin and mineral supplements in the world. Amway hopes that this mobile experience will make more consumers aware of that. Amway wants new and existing Amway customers to become aware of all of Amway Global’s brands and products, as well as the opportunity the company provides for independent representatives.
The customized coaches will include lounges for sampling Artistry and Nutrilite products, a spa station and interactive presentations outside the coach to teach new consumers about the products. The experience will also include a decked out semi trailer that will provide health assessments for those interested in the Nutrilite vitamins and minerals.
The mobile tour, along with the Amway Global Presents Tina Turner Live in Concert Tour, will kick off in Kansas City, October 1st. While Tina Turner will tour do over 36 concerts in 20 US and Canadian cities, the mobile branding tour will only follow Turner on the US stops in 2008. 2009 tour dates will be announced later in the year.
Amway is hoping that the tour will raise awareness of the company’s vast array of products. Currently, Amway operates as Quixtar in the US, however, they will be transitioning back to the Amway Global brand in 2009.
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