Vitamin Classics
This article was originally published in The Tan Sheet
Executive Summary
Company is supporting January launch of Arthrita-Max Plus cooling and heating creams and gel sprays with glucosamine/chondroitin with a $1 mil. print and electronic media ad spend. Ads for the external analgesics will break in March in women's books such as Glamour, Redbook, Arthritis Today and AARP's magazine. The company also plans 10-second taglines on game shows beginning in March. The Calabasas, Calif.-based firm says the gel spray represents a new delivery system for the glucosamine/chondroitin combination; monographed active ingredients are capsaicin and eucalyptus. The 4 oz. creams and 8 oz. gel sprays, with suggested retail prices of $12.99 each, will be available in major drug and mass market outlets