Supplier News Breaks
Geritol hits airwaves with new look
September 24th, 2013
ATLANTA – Meda Consumer Healthcare is re-energizing the iconic Geritol multivitamin brand with new packaging and its first television commercial in more than two decades.
Geritol Multivitamin's new television commercial began airing earlier this month.
Meda said Tuesday that it aims to market Geritol Multivitamin to "a new generation of consumers" by leveraging the product's longtime reputation for quality and balanced formulation to communicate its relevance to today's health-conscious consumers. At the same time, Geritol's packaging sports an updated look with vibrant colors, sleek design elements and active lifestyle imagery to attract younger consumers, the company noted.
A staple of the vitamin category for over 60 years, Geritol was acquired by Meda — along with the iron supplement brands Feosol and Palafer — from GlaxoSmithKline in 2011.
The new Geritol TV spot features national nutrition and wellness expert Erin Palinski-Wade and features man-on-the-street commentary and physically active people to reintroduce the brand to the U.S. audience. Meda said 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 the right amounts without megadosing, according to the company.
The commercial began airing earlier this month and will continue through October on national cable networks such as the Cooking Channel, Hallmark Channel and Lifetime Movie Network.
"Geritol has a strong history in TV, with ads dating back to the 1950s, so we think it's only fitting that we reintroduce it to consumers via this medium," stated Cigdem Topalli, brand manager at Meda Consumer Healthcare. "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 re-energized packaging and marketing that reflects this."
Shipping of the new packaging of Geritol Multivitamin is under way and is slated to appear on store shelves within the next month, Meda reported. With a suggested retail price of $11.99, Geritol Multivitamin is available in the vitamin section at major retailers and drug stores nationwide, including Walgreens, Walmart and Meijer.
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