Amerifit's Estroven

Being supported with 10-second TV tags, print, syndicated talk radio, direct-mail coupons and free-standing inserts. Bloomfield, Conn.-based Amerifit began shipping the 30-count soy isoflavone/black cohosh/vitamin E product for menopausal symptoms to health food stores, drug chains and mass marketers in December; Estroven is now on shelves at retailers including Wal-Mart, Target, CVS and Eckerd. The product, with prices varying depending on the retail channel, claims to be "the natural way to maintain a women's balance." Bozell Worldwide, New York City, is handling the creatives for the account. The ad budget for the product's 90-day introduction is $3 mil. Last summer, the company had discussed introducing a similar product, Estrust, into the market. Based on feedback from retailers at the 1997 National Association of Chain Drug Stores Marketplace conference, the product was never rolled out; after changing the formula (black cohosh and kava kava have been added and dong quai and chaste berry removed, among other alterations) and revising marketing plans, the product has become Estroven ("The Tan Sheet" July 7, 1997, p. 15)...