Iovate Health Sciences International is to deploy Thinfilm SpeedTag tags NFC technology in a campaign intended to engage with its customer base, drive reorders and strengthen its four key active nutrition brands.
Founded in 1995 and based in Oakville, Canada, Iovate produces active nutrition products. Its brand portfolio includes MuscleTech, Six Star Pro Nutrition, Purely Inspire and Hydroxycut. The company has a stated commitment to being the number one active nutrition and weight management supplement company in the world. Iovate distributes across all major channels of distribution, including food, drug, mass and club, health food stores and online, and in more than 130 countries worldwide. Iovate products are available nationwide at GNC, The Vitamin Shoppe, Bodybuilding.com, Walmart, Target, Walgreen’s, Sam’s Club, Amazon.com and other retailers.
Iovate will integrate Thinfilm’s NFC technology with its Six Star Pro Nutrition, Hydroxycut, MuscleTech and Purely Inspired brands to engage with consumers, deliver custom mobile content and drive e-commerce activity.
The ‘smart’ products will initially be available in Walmart stores and other major retailers throughout the US.
The SpeedTap tags attached to Iovate products fully integrate with Thinfilm’s CNECT cloud platform. When tapped with a smartphone either in-store or at home, Iovate customers can instantly launch unique digital experiences, including videos, recipes, how-to instructions and instant product reordering. Content will also include custom video from Rob Gronkowski, a Six Star Pro Nutrition-sponsored athlete and All-Pro tight end.
Brian Cavanaugh, chief marketing officer at Iovate, said: ‘Digital-savvy and mobile-first consumers make up a substantial percentage of our customer base, and we're very eager to further connect with them post-purchase on their terms while delivering compelling digital content and relevant brand experiences. Thinfilm makes enhanced brand-to-consumer connections possible with a solution that’s easy to deploy and ideally suited for our customer base.’
Thinfilm has offered Iovate exclusivity in the active nutrition supplement category following the 7-figure unit order for NFC SpeedTap tags.
Thinfilm CEO Davor Sutija said: ‘Iovate is a forward-thinking company in the fast-growing fitness and active nutrition market, and we're excited to be working with them. The industry-leading position they've attained in a very competitive space is impressive, and we look forward to helping them differentiate their brands even further through NFC mobile marketing.’