Herbalife Ltd. (NYSE:HLF)’s marketing machine isn’t taking a breather as the controversial company announces a partnership with a Latin American sports celebrity. The nutritional supplements company has launched its new marketing campaign titled “CR7 Driven to Perfection.” The partnership with Christiano Ronaldo comes as Herbalife continues to fight allegations that it unfairly targets low income members of the Latino community in the U.S.
Herbalife launches social media campaign
The company plans to plaster the marketing campaign across social media. Herbalife Ltd. (NYSE:HLF) is urging fans from around the globe to submit their videos into a competition. In the videos, participants are asked to share their thoughts about what motivates them to keep pushing toward success. Herbalife will then post the winning video on Ronaldo’s Facebook page.
The football (or soccer, if you’re in the U.S.) player has already put up his own video of what drives him to perfection. Those who want to see it can check out his Facebook and Twitter pages.
Ronaldo touts “good nutrition
Herbalife Ltd. (NYSE:HLF) management explained that the marketing campaign will provide participants to show off their physical performance and tell how they got where they are.
“Partnering with Ronaldo in this campaign gives our members and athletes around the world an opportunity to show their training regimens, workout techniques and commitment to healthy living,” said Herbalife Ltd. (NYSE:HLF) Executive Vice President Rob Levy in a statement. “We look forward to seeing first-hand how consumers of our product perfect their games – whatever they may be.”
Viewers who watch Ronaldo’s video are treated to watching him kick soccer balls in a series of trash cans over and over, making each trash can stand up after the ball goes in. Finally he takes a nice sip from a water bottle that has the Herbalife Ltd. (NYSE:HLF) name and logo on it.
“Good nutrition is at the core of my success and the team at Herbalife help me understand the importance of what I need pre-, during and post-game, as well as how to maximize my training regime as I look to continually improve,” said Ronaldo in a statement.