DSN caught up with Cigdem Topalli, brand manager for Geritol and Feosol at Meda Consumer Healthcare, to talk about what the company is doing to breathe new life into Geritol — a brand that resonates more with baby boomers — to better appeal to today’s 30-somethings.
Meda Consumer 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.
It’s not often a niche brand manufacturer attempts to resuscitate what has been for years a commoditized category. But that’s exactly what Meda Consumer Healthcare will be attempting to do with iron — establish a good/better/best proposition to a supplemented category best defined as mediocre.
Meda Consumer Healthcare recently was named the grand winner of the MAX Awards for excellence in marketing for the relaunch of Bifera, an over-the-counter supplement that offers two types of iron — protein- and plant-based.