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One-A-Day for weight control

This article was originally published in The Tan Sheet

Executive Summary

Bayer expects to reach 4 mil. consumers by placing ads, coupons for its new One-A-Day WeightSmart line extension in Weight Watchers direct mailings starting in December. TV spots by ad agency BBDO (Chicago) will break in January as the product reaches store shelves, Bayer says; Weight Smart will begin shipping Nov. 15. Labeling claims for the supplement include "ephedra free," "convert food to fuel with extra chromium and key B vitamins" and "specially formulated to help you while you control your weight." WeightSmart also contains green tea extract "to enhance your metabolism." Suggested retail price is $7.49 for a 50-count bottle, $12.99 for 100 tablets...

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WeightSmart ads

Bayer TV spot for newest One-A-Day line extension targets women ages 30 and older. "I remember when I thought I could eat anything," a female character says. "Then in my thirties my metabolism slowed down, so I got smart. I watch what I eat, exercise more, plus I found a new multivitamin." The ad, which broke Jan. 2, notes WeightSmart contains EGCG, "a natural green tea extract to help you while you manage your weight." Other ingredients highlighted on packaging include chromium, niacin, thiamin; product also contains caffeine powder. Marketing support for WeightSmart, which began reaching shelves this month, includes Jan. 5 FSI. BBDO is agency of record (1"The Tan Sheet" Oct. 28, 2002, In Brief)...

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