Church & Dwight Hits Gummy Soft Patch, Brand Licensing Ahead
This article was originally published in The Tan Sheet
Stalled production at its Vancouver, Wash., facility and a delay in starting operations at a facility in York, Pa., constrained the firm’s supply to retailers of L’il Critters children’s and Vitafusion adult gummy vitamins during the second quarter.
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Church & Dwight is reaching out to Gen Y with a splashy Vitafusion digital campaign across social media platforms including Instagram and YouTube, as well as music streaming site Pandora, Chief Marketing Officer Britta Bomhard said Sept. 4 at the Barclays Global Consumer Staples Conference in Boston. The company is also launching new packaging claiming “clinically proven absorption.”
Church & Dwight introduces Vitafusion gummy vitamin ads to counter aggressive promotional discounting by competitors in the segment. The firm's domestic sales grew 9.7% in the third quarter on product launches and as digital sales soared 70%.
CEO Matthew Farrell says Church & Dwight will avoid the aggressive promotional trend sweeping the gummy vitamin market as it looks to stay competitive. Competitors’ promotions cut into its gummy sales and offset its other domestic consumer sales, which inched up 1.3%.