The Challenge
Airborne, a dietary supplement brand, faced a crisis after its founders made false claims about the product’s ability to treat colds. The misleading advertisements sparked a government investigation and a class-action lawsuit.
Summit Partners, a private equity firm, acquired Airborne and brought in new management to repair the damage. The team began updating the product’s labeling to comply with federal guidelines. To address the media fallout, they hired Brian Pia.
The Work
Brian worked with the new CEO and corporate attorneys to rebuild Airborne’s credibility.
He guided media outreach efforts, showcasing the new product labels and website that aligned with federal standards.
Brian emphasized the science-backed claim that Airborne supports the immune system, steering the narrative away from its earlier, unsupported health claims.
The Results
Airborne paid up to $30 million to settle Federal Trade Commission charges related to its previous advertising claims. The FTC also named Airborne’s founders in its lawsuit.
“There is no credible evidence that Airborne products, taken as directed, will reduce the severity or duration of colds or provide any tangible benefit for people exposed to germs in crowded places,” said Lydia Parnes, director of the FTC’s Bureau of Consumer Protection.
Brian’s crisis management program and the company’s commitment to transparency under new leadership helped save the brand.
An ABC News investigative reporter who covered the story praised Brian’s approach, saying, “Brian, I like your style.”
Today, Airborne is owned by Schiff Vitamins and generates $70 million annually.
