MONROVIA, Calif. —Can two-time Super Bowl coach Jimmy Johnson do for the supplement male enhancement category what Bob Dole did for Viagra?
That’s exactly what Biotab Nutraceuticals and its agency InterQuantum are hoping—legitimizing a supplement category that often provides the punch line for late night comics. The company signed Johnson in January to represent its Extenze male enhancement product. Biotab plans to pitch the pitchman pretty heavily to American consumers throughout the year with an overall marketing budget of $70 million.
