Smart Balance unveils $40M marketing campaign

NEW YORK Smart Balance on Monday unveiled a $40 million marketing campaign, running through 2008, the will expand the breadth and depth of its product portfolio, in addition to its consumer base.

The campaign includes TV, print and online elements including a relaunched Web site. The company’s expanded portfolio will feature new butter speads containing Omega-3, varieties of milk and cream cheese. Smart Balance’s products contain no hydrogenation and no trans fatty acids.

“The [dairy] category has been in decline,” said Greg Venner, chief marketing officer at Smart Balance, which was acquired earlier this year by Boulder Specialty Brands, Boulder, Colo. “The new advertising and marketing focuses on Smart Balance’s most important health benefits and attributes, coupled with a lifestyle message of enjoying life.”