HEALTH

Meda Consumer revitalizes Geritol Multivitamin with new packaging, TV spot

BY Michael Johnsen

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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Abbott launches Glucerna Advance RTD to provide nutritional benefits for those with diabetes

BY Michael Johnsen

ABBOTT PARK, Ill. — Abbott on Tuesday introduced a new nutrition shake called Glucerna Advance — formulated for people with diabetes who are seeking additional nutrition and health benefits. The new product helps to minimize blood sugar spikes while supporting heart hearth and the immune system, Abbott noted. 

The formula includes CarbSteady Ultra, slowly-digestible carbohydrates designed to help minimize blood sugar spikes; plant-based phytosterols and Omega 3s to support heart health; vitamin C, E and selenium to support immune health; and chromium from chromium picolinate to help support carbohydrate metabolism. 

The new ready-to-drink shake will be available in both chocolate and vanilla flavors.


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St. Jude Children’s Research Hospital kicks off Thanks and Giving campaign

BY Alaric DeArment

MEMPHIS, Tenn. — St. Jude Children’s Research Hospital is applauding the retailers that have joined and returned to its annual campaign to raise money for children’s cancer research.

The Memphis, Tenn.-based hospital said that over the last 10 years, the St. Jude Thanks and Giving campaign has raised more than $387 million to invest in research and treatment for childhood cancer. Longstanding retail donors like Kmart, CVS/pharmacy, Ann Taylor, HSNi and Dick’s Sporting Goods were recently joined by Best Buy, GameStop and Tween Brands, in addition to the more than 60 other donor companies, all of which are supporting the campaign this year. Those other brands include Coca-Cola, GNC and New York & Co.

"St. Jude is where doctors send their toughest cases because we have the world’s best survival rates for the most aggressive childhood cancers, and we won’t stop until no child dies from cancer," St. Jude national outreach director Marlo Thomas said. "It means so much to us that our incredible St. Jude Thanks and Giving partners have opened their hearts and offered the strength of their successful brands in support of our lifesaving work."

Kmart, which became a donor in 2006, was named Corporate Partner of the Year after raising a record $7.5 million last year. This year, as previously reported in DSN, the retailer is rewarding members of the Shop Your Way loyalty program who donate by giving them a coupon of 5% back in points on their next qualifying purchase, through January.


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