Electronic Retailer - May 2011 - 13

costs and carrier capacity. SmartHub™ will deliver critical information to our clients that will help them evaluate their distribution strategies from a cost perspective while continuing to deliver a superior brand experience for their customers.” SmartHub™ uses historical shipment data to calculate transportation costs from Innotrac’s distribution centers and can instantly rate records from various package service providers and compare costs and delivery time. The new technology also has built in population density functionality that can accurately predict potential shipment destinations for companies who do not have shipment data.

Larry King Returns to TV in DR Campaign for Breath-Gemz
ENCINO, Calif. – Larry King has taken on a new role for television viewers who are used to seeing him behind the hosting desk at CNN – becoming the spokesman for All Natural BreathGemz®, a breath freshener product. King and his wife Shawn are

starring together in a widespread media campaign to launch the product nationally. BreathGemz® the mint coated capsule you swallow™ comes to the market from Anthony and Lauren Raissen’s Gemz Brands USA, LLC. The husband and wife team who have successfully launched many national brands. BreathGemz® provides instant fresh breath that lasts for hours against the toughest offenders. Larry King’s role extends well beyond that of spokesperson for BreathGemz®. “We love this product so much we have become part of the Gemz family as partners, “says King. “Shawn and I plan to make sure that people share our enthusiasm for these truly effective BreathGemz®.” It is the first time that the illustrious couple will share the spotlight in a promotional campaign. The direct response TV and Radio campaign featuring the Kings is designed to educate the consumer, create national awareness and drive demand for BreathGemz® at the retail store level. Inter/Media Advertising, advertising agency of record for BreathGemz® secured and negotiated the Kings’ involvement with BreathGemz®. The two-minute TV spots open at a hosting desk as the internationally renowned interviewer attired in his traditional suspenders introduces his wife – and they playfully banter. As they close, the couple relates sharing their excitement with other BreathGemz® enthusiasts at a local restaurant while dining out. See the spot by visiting: www.breathgemz.com. “Larry King is an American icon and his gorgeous wife Shawn exudes grace and charm,” says Anthony Raissen, president of Gemz Brands USA, LLC. “They are constantly in the public eye. It just goes to show that people of all strata of life are seeking a breath solution that works. And we are pleased that Larry and Shawn feel they have found it in BreathGemz®”

Trust your campaign to the most experienced team in the business.
> 175+ years of collective
direct response experience within our senior team

> Top industry talent in
creative/production, media and campaign management

> Fully integrated solutions
including Long Form TV, Short Form TV, Digital

641-472-3800 (Midwest Corporate Ofﬁce) 310-248-3972 (Western Regional Ofﬁce – L.A.) solutions@hawthornedirect.com www.hawthornedirect.com

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Electronic Retailer - May 2011

Table of Contents for the Digital Edition of Electronic Retailer - May 2011
