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PediaSure TV campaign

This article was originally published in The Tan Sheet

Executive Summary

Nationwide television spot for Ross Labs' children's liquid nutrition supplement is entitled "Little Guy." The ad highlights children and claims PediaSure "provides a complete balance of protein, vitamins and minerals." The spot ends with the tagline, "PediaSure. Complete, balanced nutrition for your kids." The product is targeted at the one to 10 year-old age group. PediaSure, available at retail since 1992, comes in four flavors: vanilla, chocolate, banana cream and strawberry. The ads broke Dec. 28 on network TV. The consumer ads appear to be part of a larger campaign by Abbott to bolster public awareness of its liquid nutritionals. In addition to the Ensure line, which is promoted to consumers, the Abbott division also recently announced the launch of its Ensure Glucerna nutritional liquid and bar for blood sugar control in people with type 2 diabetes ("The Tan Sheet" Jan. 4, p. 5)
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