KB
Marketing, marketing, marketing! Hype, hype, hype!
Adapting pseudo-pharmaceutical ad copy, packaging, and branding is hot right now. The bodybuilding community and the general public are both buying into it.
Klein Becker are marketing masters and they've got the funds to implement their mass level campaigns. As a marketer, I praise them. Everything from their color scheme, brand name and creative is done well. I have a very acute bullshit detector and its definitely on full alert when I see their ads.
They run double page ads in pubs like the National Enquirer, expensive but smart. This is an ideal demographic that's buying into their bs. But among their well written "scientific" ad copy for Anorex, they state that "Anorex is not a toy". A definite faux-pas on the part of their copywriter. That threw up red flags for me. They go on to state that Anorex is kept behind the counter in stores...this further adds to the mystique. A very small % of both the bodybuilding public and mass public are "smart"...the rest are marks, susceptible to intelligent marketing. Klein Becker knows this.
Everybody is making money here. Nutritional products typically have a 500-1,000 % markup. So what is probably costing KB $5-6 to produce is selling for $153. Thats a 3,000 (!) % markup. KB could sell it to retailers and distributors at a 60% discount. KB is making a killing, the retailers and distributors are making a killing.
Would I pay $153 for Anorex? Nope. But I'd sure as hell pay $1,530 to spend a day with their marketing director.