Lederle
This article was originally published in The Tan Sheet
Executive Summary
Repackaged Centrum multivitamin line now emphasizes antioxidant ingredients. The Centrum selling line -- "From A to Zinc" -- is followed by: "including the complete anti-oxidant group." Lederle said it will advertise the repositioned vitamin brand with nearly $ 3 mil. in ad spending during the second quarter. Promotional efforts will include a free-standing insert expected to reach 54 mil. homes on May 2, rebates, and in-store brochures and interactive displays.