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ATLANTA — Meda Consumer on Tuesday announced it is re-energizing its Geritol Multivitamin brand, pitching the product 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,” stated 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 re-energized 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.
Airings began on Sept. 4 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.
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