LOS ANGELES—Natrol, a leading manufacturer and distributor of nutritional supplements, has chosen Hill & Knowlton as its public relations agency of record. The firm will support Natrol’s marketing communications activity in the United States and abroad, providing Natrol with media relations, online support, promotions, and other marketing initiatives.
Hill & Knowlton will focus its initial efforts on the recent launch of Natrol My Defense, a nutritional supplement that helps support the body’s natural defense systems. The launch will include the endorsement of NBA legend Earvin “Magic” Johnson, who will be involved in a variety of initiatives to increase awareness and motivate usage of Natrol My Defense
“We want to share the benefits of using our immune boosting products with every man, woman and child,” says Natrol president and CEO Elliott Balbert, “and H&K’s expertise in the industry and understanding of consumer motivations and needs made the company a natural choice for us. Given H&K’s prior success and industry insight, it made sense to choose the firm to help us develop our message and reach our target market in a clear and impactful way.”
The H&K account team will be directed by Ryan Peal, senior vice president in Hill & Knowlton’s Los Angeles office, supported by resources from the firm’s national healthcare team, including on-staff medical, public policy and FDA experts.