an Ad a Day

A look at the marketing that surrounds us.

Ignite Maxx: It’s Like Cheating!

Posted by Rosepixie on March 24, 2010

This is a commercial for a weight loss product called Ignite Maxx that I’m reasonably certain is a scam (meaning I don’t suggest you even consider taking it, the company screams “shady”).  At best it’s homeopathy, which is essentially a scam dressed up as natural medicine.

The woman in this ad makes me want to bang my head against the wall repeatedly.  First she very clearly states that for her, being fat meant being miserable because it meant she couldn’t wear the clothes she wanted.  I’m sorry, but if you’re entire life is miserable just because you can’t wear something you need to reevaluate.

Then I actually laughed out loud at her when she listed sizes.  She says that she was a size 13 and now wears a size 7.  Now, this woman looks like an adult to me.  In her twenties at least.  Definitely not a teenager.  For anyone who doesn’t regularly deal with women’s clothing sizes – they come in even numbers.  Only teenager clothes (“juniors”) come in odd numbered sizes.  So either this woman is trying to dress younger than she is (by quite a bit) or is delusional when it comes to sizes.  Regardless, this struck me as very funny.

Finally she tells us that she “put” several of her friends on this miracle drug and they’ve all lost at least 20 pounds.  To which I felt like responding, “so, you told all your friends they were fat? wow, remind me never to be your friend!”

This is an awful commercial.  The product seems to be terrible and the ad is just as bad.  At least you get an idea of what you’re getting into from it.  Would you want to do business with a company that so obviously thinks it’s customers are worthless and stupid just because they want to lose weight?  I wouldn’t.


19 Responses to “Ignite Maxx: It’s Like Cheating!”

  1. Eva said

    Gah. If she thinks a size 13 is fat she is not in touch with living in America very well. My hips don’t go under a size 10, so I’d be thrilled to be a 12 or 14 again! Honestly, I’d be willing bet she’s just a paid actor reading lines written by someone else, probably someone male (hence the weirdness with the sizes).

    Just about any time I see “testimonials” on tv I should assume they’re be paid actors. It doesn’t matter what the screen says; there will find a weasely way around actually breaking any rules while implying the people are their customers!

  2. Chris said

    RosePixie, Have you tried the product??? I have and I can tell you I got great results,I can tell you that I have tried many products and they don’t work, well this one does..I don’t know anything about ladies sizes because I am a man, but I can tell you this product increased my energy level, helps me workout longer as well as I lost weight I am 42 and losing weight isnt easy, I have been on this product for 30 days and have lost about 19lbs which i think is pretty good considering I don’t have the chance to workout as much as I would like(3kids)keep me busy..You can laugh at the video if you would like, but until you try the product you probably should keep your comments to yourself.. How many companies offer a money back guarantee??? No questions asked???Not many..This is a Colorado owned company which I liked as well, also the owner of the company has been studying different products for at least 20yrs that I know of.. All I can say is until you try it you shouldn’t knock it,same goes for you Eva..Try it you might like it,90day money back guarantee,Results say it all..

    • Rosepixie said

      I don’t actually care much about the product itself, my interest is in how it’s advertised. That’s the focus of this blog – ads. If you read the post again, I didn’t say anything about the product itself, just about the marketing of it and how that marketing presents the product and the company (which isn’t very favorable). I pick on lots of ads on this blog, both for products I use and products I don’t (some, like this one, I never even heard of before encountering the ad and really don’t know anything else about it, despite doing some basic research on the company before writing the post).

      I’m glad the product worked for you, but I will point out that money back guarantees aren’t that unique (especially from products like this one). I also have trouble understanding how it’s possible to have three kids and not get much exercise, but I’ll take your word for it. I didn’t disparage the product, but I do stand by my comments that the ad is dreadful and makes the company and product seem highly suspect.

      The thing about ads is that it’s often a company’s first and only contact with potential customers, so when an ad is this bad (full of nonsensical or clearly unresearched information, like the clothing sizes in this one, disparaging of the people most likely to be your customers, etc.), it’s hard to take them very seriously. You don’t need to have much of a marketing budget to not alienate your potential customers in whatever ads you do create, it just takes more time, care and possibly a little more research than many companies are willing to put in. This just happened to be an especially outstanding example of a bad commercial.

      • Amber said


        You said in your reply that you didn’t say anything about the product itself but if you reread your own post it states, ” The product seems to be terrible and the ad is just as bad.” So you calling the product terrible is not commenting on the product?

        I only read your post because it came up in a Google search but I think you calling this product a scam without even trying it is ignorance. I haven’t tried this product but I intend to before passing judgment. I suggest you do the same.

    • Eva said

      Sir, that’s a highly presumptuous attitude. I made a statement in my comment that suggests I would like to lose weight, what exactly are you basing the idea that Rosepixie would like to? Not everyone is striving to be shaped like a heroin addict, some of us are actually comfortable with our bodies.

      I would also like to point out that 19 pounds in 30 days is skirting the area where you may want to consult your doctor. As a man, I’m aware that you can lose weight more easily with exercise than women, but it is still possible to lose it too quickly and damage your health.

    • chrissier4 said

      i have this product and the ignite maxx makes me feel wired and sick at times!!! i dont knw why, so i stoped taking it money down the drain!!!! i belive it might work for some people but not all.

  3. Rosepixie said

    Amber, I can totally see why you said this and I’m sorry that I wasn’t clearer in my post about what I meant. My judgement of the product actually came from the ad itself – which means it’s part of the ad critique and not so much a judgement on the product as on the way the ad portrays the product. On reading it again, I realize that this isn’t as clear as I’d like. My point there was that the ad itself makes the product seem shady and unlikely to work, so why would I want to trust the company or the product? There are plenty of great products that suffer from having marketing campaigns with this problem.

    However, I will stand by my warning at the beginning of the post that this does appear to be something of a scam. Not only does the company portray their products like they’re selling a scam (which always seems like a bad idea), but I can’t find any science on Ignite Maxx to back up their claims. I can find one study on the primary ingredient, but one study doesn’t make it solid science – it’s a good start, but it’s not enough to hang the kinds of claims they’re making on. That’s also only their primary ingredient. So what is the rest of the stuff in their product for? I can find lots of testimonials, but peppering the internet with testimonials is both something weight loss companies typically do and something scammers like to do to give their product credibility and try to drown any nay-sayers out of web search results.

    So while I don’t know for sure if this product works or not (and I never said if I did), I find it highly suspicious, if for no other reason than that the company that sells it has extremely shady marketing and seems to use kind of shady business practices. Part of trusting a product is trusting the company it comes from, and this marketing doesn’t make me trust them. Especially not enough to give them the kind of money they’re asking for and to use a product that I’d be putting into my body made by them that I can’t find any real data on.

    I hope that makes sense and clears up my comments about the product and company from the post!

  4. Tes1225 said

    First off, I use this product and I love it! I never once thought this company portrayed their consumers as worthless and stupid. I actually first saw this company featured on a local talk show, Colorado and Company. I loved what they had to say about the product and its benefits. It is not a scam at all. It gives you that extra boost of energy without the jittery side effects that one often gets with other weight loss supplements. I feel great since taking this product. I am actually thin and only started taking this product to lose a little bit of weight and to boost my energy level. It definitely works!
    Obviously it is not a miracle drug where you will magically lose weight when taking it. However, if you want to lose weight, I recommend this product. It will help give you the energy to work out and make your work out even more affective. I love my energy level since taking this product! I have also found that I tend to eat less when taking this product as well. It is amazing!!

    So although this blog was intended to prove a point about their horrible advertising, I do not appreciate the comments about this product being a scam based on that advertisement. People may read the blog and be hesitant to use the product based on these false accusations. When in reality, this product is WELL worth it! Just like Amber stated, you shouldn’t make accusations about a product you yourself haven’t even tried.

    So for those of you that googled this product and have come across this blog, please don’t be reluctant to try this product based on false accusations made by this person who has not even tried it! It is an amazing product! If you want to see the true light of the company, google the company on you tube and look for their feature on Colorado and Company. The president of Core Health Innovations was featured on this show along with the Ignite Maxx product. It was after watching this that I wanted to try this product and I do not regret it.

    By the way, perhaps the girl featured on the advertisement does wear junior size clothing and wants to look younger by wearing junior clothes. What is wrong with that?? That makes the product a scam? I don’t think so! And maybe the girl is younger than you think.

    ALSO this company and it’s products are endorsed by consumer advocate, Tom Martino. Tom Martino only endorses companies who follow ethical guidelines and he’s known to back consumers who have been scammed by companies. So why would he endorse a company that is shady and is scamming it’s consumers?? Hmm… Doesn’t make much sense.

    • Chris said

      Thanks Tes1225. For anyone who is still a skeptic, I guess all I can say is contact me or try the product and see for yourself. Our products are quality. I can understand and accept Rosepixies criticism of our marketing. That is fair. What else can I say other than we are a small business not paying a big NY marketing firm to make us look “legit” to skeptics. There are skeptics, people like Alan below who maybe think all supplements are scams and others who just flat don’t like our products. We don’t aim to win over everyone, but I do want to show up to defend our company when I feel the criticism is unfair. Some people said McDonalds, Sears, Microsoft, Ford and the like were scams or fads. Not everyone is right and even if they were there is no accounting for taste. Anyway, to Rosepixie thanks for the forum. We are taking your criticisms and those of your posters to heart. Hopefully our marketing improves.

  5. Chris said

    Does this look like a scam to you still?
    Most scams aren’t endorsed by people like Tom Martino and an MD from the Univ. of Colorado. The Home Shopping Network will also start selling these products. You need millions of dollars of product liability insurance.
    Do your research or get a good attorney before saying something like this “looks like a scam”.

    • Eva said

      Anyone can open a youtube account. Based on the registration of those three websites they’re all run by the same man and yes, they look exactly like the sort of thing a scam artist would put up.

      Also, threatening to sue someone in order to silence their critique of your advertisements? That makes you an asshole.

      Please see my research about the domains listed below.

      $ whois

      NOTICE: Access to .ORG WHOIS information is provided to assist persons in
      determining the contents of a domain name registration record in the Public Interest Registry
      registry database. The data in this record is provided by Public Interest Registry
      for informational purposes only, and Public Interest Registry does not guarantee its
      accuracy. This service is intended only for query-based access. You agree
      that you will use this data only for lawful purposes and that, under no
      circumstances will you use this data to: (a) allow, enable, or otherwise
      support the transmission by e-mail, telephone, or facsimile of mass
      unsolicited, commercial advertising or solicitations to entities other than
      the data recipient’s own existing customers; or (b) enable high volume,
      automated, electronic processes that send queries or data to the systems of
      Registry Operator or any ICANN-Accredited Registrar, except as reasonably
      necessary to register domain names or modify existing registrations. All
      rights reserved. Public Interest Registry reserves the right to modify these terms at any
      time. By submitting this query, you agree to abide by this policy.

      Domain ID:D157492815-LROR
      Created On:02-Nov-2009 01:03:32 UTC
      Last Updated On:01-Jan-2010 03:55:12 UTC
      Expiration Date:02-Nov-2011 01:03:32 UTC
      Sponsoring Registrar:Melbourne IT, Ltd (R52-LROR)
      Registrant ID:D125709750475881
      Registrant Name:Lyle Perry
      Registrant Organization:Lyle Perry
      Registrant Street1:3609 S Wadsworth Blvd
      Registrant Street2:
      Registrant Street3:
      Registrant City:Lakewood
      Registrant State/Province:CO
      Registrant Postal Code:80235
      Registrant Country:US
      Registrant Phone:+1.7202142100
      Registrant Phone Ext.:
      Registrant FAX:
      Registrant FAX Ext.:
      Admin ID:D125709750475878
      Admin Name:Lyle Perry
      Admin Organization:Lyle Perry
      Admin Street1:3609 S Wadsworth Blvd
      Admin Street2:
      Admin Street3:
      Admin City:Lakewood
      Admin State/Province:CO
      Admin Postal Code:80235
      Admin Country:US
      Admin Phone:+1.7202142100
      Admin Phone Ext.:
      Admin FAX:
      Admin FAX Ext.:
      Tech ID:D125709750475880
      Tech Name:YahooDomains TechContact
      Tech Organization:Yahoo! Inc
      Tech Street1:701 First Ave.
      Tech Street2:
      Tech Street3:
      Tech City:Sunnyvale
      Tech State/Province:CA
      Tech Postal Code:94089
      Tech Country:US
      Tech Phone:+1.4089162124
      Tech Phone Ext.:
      Tech FAX:
      Tech FAX Ext.:
      Name Server:YNS1.YAHOO.COM
      Name Server:YNS2.YAHOO.COM
      Name Server:
      Name Server:
      Name Server:
      Name Server:
      Name Server:
      Name Server:
      Name Server:
      Name Server:
      Name Server:
      Name Server:
      Name Server:

      $ whois

      Whois Server Version 2.0

      Domain names in the .com and .net domains can now be registered
      with many different competing registrars. Go to
      for detailed information.

      Domain Name: GOGETTHIN.COM
      Whois Server:
      Referral URL:
      Name Server: NS1.MEDIATEMPLE.NET
      Name Server: NS2.MEDIATEMPLE.NET
      Status: ok
      Updated Date: 18-jan-2010
      Creation Date: 28-jan-2009
      Expiration Date: 28-jan-2011

      >>> Last update of whois database: Fri, 24 Sep 2010 03:33:19 UTC <<>> Last update of whois database: Fri, 24 Sep 2010 03:33:49 UTC <<<

      NOTICE: The expiration date displayed in this record is the date the
      registrar's sponsorship of the domain name registration in the registry is
      currently set to expire. This date does not necessarily reflect the expiration
      date of the domain name registrant's agreement with the sponsoring
      registrar. Users may consult the sponsoring registrar's Whois database to
      view the registrar's reported date of expiration for this registration.

      TERMS OF USE: You are not authorized to access or query our Whois
      database through the use of electronic processes that are high-volume and
      automated except as reasonably necessary to register domain names or
      modify existing registrations; the Data in VeriSign Global Registry
      Services' ("VeriSign") Whois database is provided by VeriSign for
      information purposes only, and to assist persons in obtaining information
      about or related to a domain name registration record. VeriSign does not
      guarantee its accuracy. By submitting a Whois query, you agree to abide
      by the following terms of use: You agree that you may use this Data only
      for lawful purposes and that under no circumstances will you use this Data
      to: (1) allow, enable, or otherwise support the transmission of mass
      unsolicited, commercial advertising or solicitations via e-mail, telephone,
      or facsimile; or (2) enable high volume, automated, electronic processes
      that apply to VeriSign (or its computer systems). The compilation,
      repackaging, dissemination or other use of this Data is expressly
      prohibited without the prior written consent of VeriSign. You agree not to
      use electronic processes that are automated and high-volume to access or
      query the Whois database except as reasonably necessary to register
      domain names or modify existing registrations. VeriSign reserves the right
      to restrict your access to the Whois database in its sole discretion to ensure
      operational stability. VeriSign may restrict or terminate your access to the
      Whois database for failure to abide by these terms of use. VeriSign
      reserves the right to modify these terms at any time.

      The Registry database contains ONLY .COM, .NET, .EDU domains and

      Domain Name……….
      Creation Date…….. 2009-05-25
      Registration Date…. 2009-05-25
      Expiry Date………. 2011-05-25
      Organisation Name…. Lyle Perry
      Organisation Address. 3609 S Wadsworth Blvd
      Organisation Address.
      Organisation Address. Lakewood
      Organisation Address. 80235
      Organisation Address. CO
      Organisation Address. UNITED STATES

      Admin Name……….. Lyle Perry
      Admin Address…….. 3609 S Wadsworth Blvd
      Admin Address……..
      Admin Address…….. Lakewood
      Admin Address…….. 80235
      Admin Address…….. CO
      Admin Address…….. UNITED STATES
      Admin Email……….
      Admin Phone………. +1.3037427822
      Admin Fax…………

      Tech Name………… YahooDomains TechContact
      Tech Address……… 701 First Ave.
      Tech Address………
      Tech Address……… Sunnyvale
      Tech Address……… 94089
      Tech Address……… CA
      Tech Address……… UNITED STATES
      Tech Email………..
      Tech Phone……….. +1.4089162124
      Tech Fax………….
      Name Server……….
      Name Server……….

    • Wow, thanks Chris. Let’s see: References to studies, but no pesky details that might make it easy to verify the claims. “This product is not intended to diagnose, treat, cure or prevent any disease,” which is the legalese that it required for “supplements” which haven’t passed serious scientific analysis. Endorsed by Tom Martino, a man whose medical credentials appear to be… nothing. I trust him on this topic about as much as I trust Jenny McCarthy to tell me about the dangers of vaccinations: zero. An endorsement by some unnamed doctor. Several websites all owned by the same people.

      That cleared things up a lot, Chris. Yes, it’s a fucking scam. It’s yet another scam “supplement” preying on the public’s ignorance to make money. Sure, you can lose weight with exerciser, diet, and taking a placebo, but it turns out you don’t need the placebo. Ignite Maxx is a scam. There are piles of supplement scams out there, and they all look like Ignite Maxx.

  6. Rosepixie said

    Ok, so clearly this needs even more clarification. This DOES look like a scam. I never claimed to have tried the product or even to know much about it specifically. I wasn’t commenting on the product. What I was commenting on was the impression the ad gives of the product and the company that makes it. Clearly, at least to me, it wasn’t a good impression. I still maintain that it’s a horrible ad full of sketchy marketing techniques and with a definite feel of scaminess. I would not buy anything with an ad campaign like that. The impression you give matters.

    And as for the links and names cited by Chris in the above comment, I have checked out what I could about them. I’m not impressed. The website supposedly about Capsicum research has basically no hard facts on it and specifically cites not even one study, as far as I could find on the two pages it contained. Tom Martino is hardly an impressive endorsement, since he’s known for endorsing any company that pays him to do so and has a disclaimer stating he doesn’t stand behind any of those endorsements. An unnamed doctor is hardly much to go on either.

    So that leaves me where I was before – with one actual scientific study, which is good, but hardly enough to hang much on since it takes repeatable science to make a real case for anything, and an ad campaign that is laughably insulting to its target audience. Does this mean I’ve completely discounted the possibility that the product has any real value? No, it doesn’t. It just means that I don’t see enough reason to give it the benefit of the doubt (or my money, as the case may be). Regardless, I wouldn’t have been buying it anyway.

    At this point, I’m about ready to lock the comments on this post. I’m not going to because I do feel like it’s fair to let others argue with me and a I do believe that Amber in particular was extremely fair in pointing out that how I originally phrased things was unclear. As I have clarified multiple times, at this point, however, I’m unlikely to do so again. My comments refer to the ad and the impressions it gives, not to the product in and of itself. End of story.

  7. Chris said

    OK, I haven’t checked this since my last rant but I am glad I did. First, my apologies. The scam thing set me off. I work for this company and am a stockholder in it and also take our products every day. Our products have helped me lose 40lbs in the past year. I have an emotional attachment to what I do and what I take. As for the asshole comments, you are probably right maybe I am but I sure was acting like that in my reply. Again, my apologies.
    I actually thought a lot about that post and that is part of why I came back. I am happy to see that you stood up for yourself and offered facts on what you were really critiquing – our marketing. I am going to take that as constructive criticism, which is how I believe you intended it.
    Yes, anyone can open up a YouTube account post some blogs and sites and call themselves “legit”. Not anyone can hire a staff of people to do that based on their sales and our company is moving forward with a number of sales channels because we are a growing company. Not successful yet, by no means ultra profitable but using those tools is helping us get there. Please stay tuned and continue to critique as you see fit. I appreciate the forum.

    • Chris said

      I forgot to add one thing. is a site that we own and maintain. Lyle Perry is one of our founders and CEO. All our sites are in his name, I believe. That site in particular is a joint project with the our firm and our manufacturer and others who helped develop our products. It is maintained by us as we are the company that actually takes the products to market.

  8. Wayne Davis said

    Sounds like this article was written by, and at least SOME of the people responding are fat, unhappy people, hating their life and anyone who has left the land of fat, unhealthy and unhappy. I don’t have a weight problem thank God. But, I say good for you, anyone who gets up off their rear and puts down their plate of food and does something about it. Don’t be a jealous hater. Change your own life.

    • Eva said

      Wayne, if we’re going to talk about “jealous haters” I believe you’ve just outed yourself as one by perpetuating an ad-hominem attack on a person you don’t even know. Does it upset you that much that someone might disagree with you? Is your brain so on fire with anger that you can’t even look at the comments long enough to see the evidence that this _is_ a scam being perpetrated by people trying to make money selling supplements that almost certainly do nothing?

      I feel sorry for you, man. Nobody’s world should be that fueled by rage and denial.

    • Rosepixie said

      Ok, I’ve allowed this comment because technically it didn’t break any of my comment rules. However, it isn’t a helpful or constructive comment at all. This post was not about the product at all. I was not looking at the product itself, I was looking at the advertising they chose to use to try and market it. There is a big difference.

      For the record – I don’t need to lose weight and am more than a little disgusted at how many people assume from simply the fact that I chose to critique a weight loss advertisement negatively that I do. Why is this one such a hot-button ad? I have so many ads on here that I’ve critiqued just as harshly, yet this is the only one where I’m getting personally attacked for saying I think it’s got problems as a piece of marketing!

      And I guess that I’m not sure what makes my commenters “haters” either, since many of them have been very reasonable, discussing the links put forward and the science mentioned in the company’s marketing. I would request that in the future, you endeavor to be more courteous and constructive in your comments.

  9. JCro said

    Chris, I’m on Day 1, taking IgniteMaxx. I’m hoping I get the results i desire. Can you comment on what you did, diet-wise, and workout-wise while you were taking it? I took it prior to breakfast this morning, and another tablet before my workout at noon. Currently i’m 37yr old male, 5’11”, at the 219 mark. Hoping to get to 199lbs. by my 38th birthday, in march.

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