Creatine supplementation is approved by professional sports federations such as the International Olympic Committee and the National Collegiate Athletics Association (NCAA). They are also available as over-the-counter vitamins and medicines in grocery stores.


In 1995, we introduced creatine serum, a safer liquid form of creatine. Many of our competitors selling powdered creatine were unhappy with our entry into the market. We kept our cool in our ads and didn't want to get into a shouting match that could distract our message and customers.


Thus, our ad SPEND YOUR TIME LIFTING WEIGHT NOT SPOONS was our first in muscular strength magazine. I was so excited about the advertisement that I forgot the toll-free number needed to be corrected. However, retailers who called to order got busy signals for two weeks, then I bought the toll-free number listed on the ad, and our phone started to ring with orders, GNC stores, and creatine enthusiasts.

Customers who called to order said they were first greeted by busy signals but thought we were taking orders, and we responded that we were busy.

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