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Bayer

This article was originally published in The Tan Sheet

Executive Summary

One-A-Day Today, containing 10 mg soy extract per serving, is "formulated to support a healthy heart and bones for women 50 and over," firm says. Reaching store shelves this month, the brand extension is first multivitamin to contain soy and to take into account the new DRI guidelines for older women, company says. Retail price for 55-count bottle will be $7.99-$9.99. TV commercials to break Jan. 1, with print ads debuting in February; ad agency is BBDO (Chicago). Marketing support will include FSI in February, in-store promotions with "Try Me Free" mail-in rebate
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