CHICAGO—MWW Group has been retained by XanGo, one of the first companies to market a premium mangosteen beverage to consumers worldwide. MWW’s nutritionals and functional foods practice will spearhead a strategic communications campaign to educate consumers and key influencers about mangosteen, a family of plants that includes St. John’s Wort, and which some believe may help cancer sufferers.
MWW will provide XanGo with strategic marketplace positioning, brand evolution, scientific research marketing and other ongoing professional consultation.
“We wanted an agency that understood the specific challenges of creating a new category, marketing a dietary supplement, and keeping up with our tremendous growth,” says Aaron Garrity, president of XanGo. “MWW has the skills, relationships, experience, creativity and know-how to foster the emergence of XanGo’s brand and help us leverage science and research to support our vision.”
In addition, MWW has been been retained by RD Foods to develop a brand for the company and its line of cholesterol-lowering, high fiber cookies. MWW Group will manage a product launch and strategic communications campaign to educate consumers and key influencers about the company and its cookie line. MWW will provide RD Foods with strategic marketplace positioning, creative services, scientific research marketing and ongoing professional consultation.
EAST RUTHERFORD, NJ—MWW Group has added VisitScotland to its travel and hospitality client roster. MWW will work directly with the business tourism unit of VisitScotland, which promotes Scotland as a dynamic destination for international conventions and corporate meetings, with unique and varied incentive programs. MWW’s consumer lifestyle marketing group will implement strategic media relations initiatives, and provide media support for trade shows, events and sales missions.