Pharmavite
This article was originally published in The Tan Sheet
Executive Summary
Print ads breaking in April magazines for Nature Made Essential Multi Plus line of multivitamin supplements with targeted benefits. The four-product line, which began shipping in September, includes Energy (with Korean ginseng extract), Memory (ginkgo biloba extract), Heart Health (garlic, soy isoflavones and vitamin E) and Stress Relief (kava kava extract and B vitamins). Suggested retail price for a 60-count bottle is $9.99; recommended dosage is two tablets once a day. Pharmavite is spending $500,000 on the ad campaign and is planning an array of in-store promotions