ATLANTA--(EON: Enhanced Online News)--One of the U.S.’s most recognized heritage brands, Geritol® Multivitamin, is being marketed to a new generation of consumers with a fresh new package design and its first television spot in more than 20 years.
“Geritol has a strong history in TV, with ads dating back to the 1950s, so we think it’s only fitting that we re-introduce it to consumers via this medium”
A pillar in the nutritional supplement category for more than 60 years, Geritol Multivitamin was acquired by Meda Consumer Healthcare in 2011. Meda is leveraging the product’s established quality and balanced formulation to communicate its continued relevance to today’s health-conscious consumers, while incorporating an updated look with vibrant colors, sleek design elements and active lifestyle imagery to attract a younger consumer.
“Geritol has a strong history in TV, with ads dating back to the 1950s, so we think it’s only fitting that we re-introduce it to consumers via this medium,” said Cigdem Topalli, Meda Consumer Healthcare brand manager. “Just as Geritol’s trusted, well-balanced formula has stood the test of time, so do its benefits to consumers, and we’re excited to introduce reenergized packaging and marketing that reflects this.”
The new Geritol® TV spot features national nutrition and wellness expert Erin Palinski-Wade and incorporates man-on-the-street commentary and physically active people to reintroduce the brand to the U.S. audience. The messaging will focus on the brand’s signature, well-rounded approach to supplementation that delivers 100% of the Recommended Daily Value of 12 essential vitamins and minerals to support energy, immune system and bone health in just the right amounts without megadosing. Airings began on September 4, 2013 and will continue through October on national cable networks like the Cooking Channel, Hallmark Channel, and Lifetime Movie Network.
Shipping of the new packaging of Geritol® Multivitamin has begun and should start appearing on shelves within the next month. Geritol® Multivitamin is available at major retailers and drugstores across the U.S., including Walgreens, Walmart and Meijer in the vitamin section and is sold at a suggested retail price of $11.99. Learn more at www.Geritol.com.
About Meda Consumer Healthcare:
Meda Consumer Healthcare, distributor of Geritol® Multivitamin is the U.S. over-the-counter division of Stockholm-based Meda AB, a top 50 global specialty pharmaceutical company. For women and men of all ages, Geritol® is the nutritional supplement trusted over time to provide the ‘right balance’ of essential vitamins and minerals.