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Bayer One-A-Day Kids Complete

This article was originally published in The Tan Sheet

Executive Summary

Advertising to break July 7. A 10-second section with the tagline "Just what older kids need" will be added to existing One-A-Day brand ads. The line extension was launched in April and is designed to introduce children seven to 12 to the multivitamin brand early, "hopefully sustaining their brand loyalty into adulthood," Bayer says. The company notes children in that age range often stop taking vitamins because existing products, "with cartoon themes or characters, tend to focus on younger children." Nevertheless, Kids Complete will not be too great a departure from the company's Flintstones and Bugs Bunny brands: the chewable vitamins will come in five flavors (such as bubble gum) and five sports shapes, including in-line skates...
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