Vitafusion Ads Aim To Bounce Gummy Competitors' Gains From Discounts
This article was originally published in The Rose Sheet
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%.
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C&D's latest gummy additions are organic versions of its vitafusion women's and men's multivitamins and vitamins B-12 and D3 for adults and its L'il Critters children's multivitamin. Firm's marketing chief for the brands credits L'il Critters and vitafusion lines with "essentially igniting the gummy revolution in the US."
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.”
J&J, Colgate, P&G and Church & Dwight look to e-commerce to regain market share from smaller, nimble consumer health brands and digital-based retail startups, executives from the firms say at Barclays Global Consumer Staples conference.