Advertising & Marketing: Canadian Biotech Firm Hires Cincinnati, Cleveland Brand and PR Firm

Cincinnati, OH – August 31, 2007 – Taiga Bioactives, headquartered in Calgary, Alberta, Canada has tapped Ohio based branding, public relations and advertising firm EMG to spearhead its North American launch of a newly branded line of lip care and personal care products. The program will position the new consumer packaged good in key demographic areas throughout Canada, then expand the launch into the United States in 2008.

According to EMG president Rodger Roeser, APR, the overall program includes the development of the core brand and brand identity of the new lip care line, and subsequent executions of that brand – including innovative package design. Once the new brand hits shelves in November, EMG will then direct the national print and radio advertising, public relations and promotions, and online presence of the consumer packaged good.

“I think we looked at lip care and this particular personal care segment in an entirely different way,” Roeser said. “This segment lacks sophistication or any sex appeal or emotional connection, so we brought to this brand some life, some passion and some sophistication housed in an entirely new type of packaging for this product segment, and we’re very excited to roll this out.”

Taiga Bioactives president John Hiebert said he was impressed with not only the level of creativity and fresh perspectives brought to his organization by the EMG team, but also by the commitment of EMG to dig deep and understand this company and the profile of its customers. “EMG is responsive and honestly, I found them to be just down right clever. They brought a common sense approach to advertising and branding that I just don’t often see. No pretense. No egos, just a workmanlike approach to producing something truly impressive.”

Roeser said that after the initial product launch and blitz, there will be a series of additional product rollouts designed to capitalize on a “customized consumer mindset” along with a robust viral and word of mouth brand influencer program.

About Taiga Bioactives

Taiga Bioactives is headquartered in Calgary, Alberta, Canada and actively develops unique bioactive products in the nutraceutical, pharmaceutical, and cosmetic markets. These products are marketed throughout Canada through Korner's Canadian Distribution, Inc.

About EMG

With offices in Cleveland and Cincinnati, Ohio, EMG is a privately owned branding and integrated branding communications firm that specializes in developing marketing and communications programs for business seeking growth, fresh and creatively strategic marketing ideas and concepts, and marketing communications implementation. More information can be accessed at www.eisenmanagementgroup.com or by calling 859.586.4302. EMG – Everything is Possible.

Media Contact: Rodger Roeser, APR, Eisen Management Group
rroeser@eisenmanagementgroup.com
859.586.4302