MARIETTA, Ga. — Meda Consumer Healthcare is quickly developing a reputation for re-energizing iconic brands across new consumer groups. They've done it with Feosol. And now they're looking to reinvent Geritol.
"Geritol is a beloved brand that has been in the market for 60-plus years and actually originally targeted stay-at-home moms in their 30s," explained Cigdem Topalli, brand manager for Geritol and Feosol at Meda Consumer.
Meda Consumer acquired Geritol from GlaxoSmithKline in 2010, and has since stabilized the business. "Because it was so iconic and there was such a loyalty to the brand, we wanted to make sure … that we fully understood the consumers' perception of the brand before we made any changes," Topalli said. The brand still resonates with consumers, she said, but primarily among seniors. "Even though market share was low, we had [more than] 53% [brand] awareness," she said. "Many people recognize the brand today."
As part of that, Meda has conducted extensive consumer research in preparation for the product's reintroduction later this year. "We learned that [Geritol] still stood for many positive images," she said. "[One] of the negative images that we need to overcome is this concept of being outdated." For example, liquid formulations of the Geritol supplement will be identified as a "liquid" as opposed to a "tonic," which was how consumers identified with Geritol in the 1950s.
The work will come to fruition in June when Meda Consumer re-enters a category that is already experiencing healthy growth with its recharged Geritol brand. Overall, multivitamins were up 5.2% in sales, reaching $1.6 billion across total U.S. multi-outlets, as captured by IRi for the 52 weeks ended Jan. 27.