Bullish Drops GNC to Invest Quarter of a Million Dollars in Startup
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New York accelerator agency Bullish has ended its relationship with health and nutrition brand GNC in order to invest upwards of $250,000 in subscription-based vitamin supplement startup Care/of, a move that comes six months after GNC sent a letter of intent to sue Fox for rejecting its Super Bowl ad.
Mike Duda, managing partner of Bullish, which handled creative duties for GNC’s Big Game spot, said the decision to drop the account had nothing to do with a badly botched Super Bowl ad deal. “It’s a bet on the future versus an opportunity in the present,” he said, adding that the agency has invested “over a quarter of a million dollars” in Care/of.
The week before the Super Bowl, the GNC commercial was rebuffed by the National Football League, four days after Fox cleared it in writing. Three days later, GNC sent Fox Broadcasting Co. a letter of intent, saying it planned to pursue legal action against the company, claiming it suffered “significant economic and reputational damages, lost opportunities, and consequential damages” over the ad it had initally cleared.
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