An ingredient found in a succulent, cactus-like plant from the Kalahari Desert was hitting the United States as the hottest new weight loss supplement in 2004, but the market was crowded and the messaging was confusing regarding which products to trust. Pitch Publicity® made recommendations to a startup company, that was sourcing the purest certified form of the hoodia gordonii ingredient, to brand the ingredient name before embarking on a publicity campaign, which eventually catapulted the company onto retail shelves with high consumer demand, resulting in a profitable buyout of the brand.
