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Pharmavite

This article was originally published in The Tan Sheet

Executive Summary

Naturmade Essentials relaunch will be backed by TV ads in the fourth quarter, while print ads continue. The line is being rebranded to combine all Nature Made multivitamins and add four multi/herbal combos: gingko biloba, kava kava, ginseng and garlic & soy (1"The Tan Sheet" Jan. 24, p. 14). The company's new double-strength SAMe 400 mg is more effective than doubling the dose of its original SAMe 200 mg, Pharmavite says. The extension is sold in 12- and 30-count bottles and is priced the same as the 20- and 50-counts of the smaller dosage product. The 20-count 200 mg SAMe will be available with a 10-count trial size of Super B Complex or a special 24-count bottle for the same price. A $2.5 mil. print ad spend follows a $4 mil. TV campaign in March and April and complements a $900,000 PR spend and $2 mil. budgeted for detailing. Pharmavite has also relaunched CalBurst calcium chews with improved chocolate flavor and new vanilla

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Pharmavite

Print ads breaking in April magazines for Nature Made Essential Multi Plus line of multivitamin supplements with targeted benefits. The four-product line, which began shipping in September, includes Energy (with Korean ginseng extract), Memory (ginkgo biloba extract), Heart Health (garlic, soy isoflavones and vitamin E) and Stress Relief (kava kava extract and B vitamins). Suggested retail price for a 60-count bottle is $9.99; recommended dosage is two tablets once a day. Pharmavite is spending $500,000 on the ad campaign and is planning an array of in-store promotions

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