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Consumer OTC Drugs

Lederle

This article was originally published in The Tan Sheet

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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.

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This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

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