NBTY Radiance "all-in-one" supplement backed by "major" campaign breaking in May.
This article was originally published in The Tan Sheet
Executive Summary
NBTY RADIANCE "ALL-IN-ONE" SUPPLEMENT LAUNCH TARGETING BABY BOOMERS with national and local print, radio and television ads tagged "You weren't born yesterday, so why take a vitamin that was?" Radiance, a "long-acting multi-vitamin/mineral formula with phytonutrients," is shipping now to mass market and chain drug doors. The product is already on-shelf in some stores, including Genovese. The multi-million dollar advertising effort will break around May 11, when distribution is expected to be complete.