Client Profile

Abbott, a leading global healthcare company, engaged CooperKatz to launch Glucerna Advance, a nutrition shake formulated specifically for people with type 2 diabetes.

CooperKatz worked with Abbott to establish a robust media campaign focused on both the advantages of Glucerna Advance’s formula and best practices for managing diabetes. Working within a tight timeline from September through November 2013, the team highlighted the “on-the-go” benefits of the new Glucerna shake and created media angles to tie into the busy holiday season.
Our efforts included: pitching retail and pharmacy trades, diabetes trades and consumer / general healthcare outlets to announce the arrival of Glucerna Advance in stores; distributing creative branded lunch bag mailers with product samples, diabetes management tips and diabetes-friendly recipes to select bloggers, writers and editors; and leveraging Abbott spokesperson and registered dietitian, Molly Gee, for interviews about diabetes management strategies with top-tier and consumer health outlets, such as NPR, Parade and Reader’s Digest.
CooperKatz executed a satellite media tour with Molly Gee focused on managing diabetes during the holidays, which resulted in extensive coverage across the U.S. In addition, we secured a byline placement for Molly on, a site dedicated to expert advice that focuses on health and wellness topics.