Ester-C
This article was originally published in The Tan Sheet
Executive Summary
Branded vitamin C ingredient is being supported through cooperative advertising deals arranged by manufacturer Inter-Cal. The Prescott, Ariz.-based ingredient maker has developed an Ester-C SuperSaver ad program that provides supplement marketers of Ester-C-containing products discount rates for print ads in at least 11 health and nutrition consumer magazines. Under the program, up to 50% savings can be realized for ads in various books including American Health and Health Magazine. In September, Inter-Cal will break three different ads in trade, consumer and retailer publications aimed at building Ester-C's brand identity; the ads will run through April/May 2000. Also, Inter-Cal researchers are scheduled to appear on PBS' 14-week "Healthy Living" series hosted by actress Jane Seymour
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