Lance Armstrong Campaign Peddling FRS Healthy Energy Fueled By Quercetin
Wednesday, January 20, 2010 at 10:19AM 
January 20, 2010: Lance Armstrong, who currently is on the pro biking circuit and in training for the 2010 Tour de France, will "reveal" some his training secrets in a new campaign from FRS.
The “Lance Armstrong Has a Secret” effort will support FRS Healthy Energy fueled by Quercetin by focusing on "Armstrong’s passion for training and gives viewers an up-close look at his training, while being engaging, humorous, and memorable," according to FRS, which produces and distributes a variety of health energy drinks.
Armstrong will appear in a 30-second TV spot in which he explains how FRS Healthy Energy fueled by Quercetin aids his workout routine. The spot will air during sports programming including ESPN and ESPN2. The spot will also air on Versus during its coverage of the Tour Down Under this week, in which Armstrong is competing. Versus also will cover the Tour de France this summer.
Support includes Internet, with six 10-second teasers that appear on YouTube, Twitter, Facebook and FRS.com. Spend was not disclosed. The campaign is being overseen in-house. The spot shows Armstrong training in a variety of settings, including in the gym, on the road, swimming and on a ranch.
Armstrong, who races for Team RadioShack, also has marketing deals with Nike, 24 Hour Fitness, Nissan, Clear 2o and Michelob Ultra.
“My daily off-season training schedule is intense–cycling, weight training, running and swimming. I need something that is going to give me maximum endurance to help me get through it all,” Armstrong, who serves on the FRS Board of Directors, said in a statement. “Sugar and caffeine just aren’t going to do it. I rely on FRS because it helps give me an edge, in a healthy way.”
Armstrong will be seeking his eighth Tour de France title in July.
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