Herbalife: Leading a campaign for a company under attack

Herbalife, a nutrition supplement retailer, launched a campaign to counter-act a smear campaign that was driving down brand trust and sales in the US.

Campaign details

Advertiser: HerbalifeBrand: HerbalifeAgency: SKDKnickerbockerCountry: United States

Herbalife Under Attack: The Challenge

In December 2012, activist investor and Pershing Square CEO Bill Ackman gave a public presentation claiming Herbalife (HLF), a highly regarded but little known direct-selling nutrition company, was operating a pyramid scheme targeting Latinos. He placed a $1B short on HLF stock and immediately launched an unprecedented campaign to influence regulators and elected officials in an effort to destroy the company. Ackman's efforts came to fruition in early 2014 when Senator Markey of Massachusetts sent letters to the FTC and...

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