Tatham Backs Bayer Herbals

A new line of herbal supplements set for a mid-August launch under Bayer’s One-A-Day brand will be backed by a national print and TV campaign from Euro RSCG Tatham here.
Bayer’s Consumer Care Division in Morristown, N.J., is putting $25 million behind One-A-Day Specialized Supplements, which will be sold in eight different formulas, each targeting a different health concern, according to Jim Kindel, category director of nutritionals at Bayer.
Bayer is betting the well-known One-A-Day name will attract consumers who are intrigued by herbals but skeptical of their efficacy, Kindel said. Consumer studies showed about 40 percent of those curious about herbals have never bought them, but that 71 percent of that group would make a purchase if the pills were backed by a trusted brand, Kindel said.
Tatham’s ads will use One-A-Day’s main tagline, “Just what you need to feel your best,” Kindel said. The agency has prepared a 30-second TV spot with a 15-second pullout that will break on network and cable in mid-August and a number of print executions with specific information about each Specialized Supplements’ formulation.
Bayer spent almost $20 million on the One-A-Day line in 1997, according to Competitive Media Reporting.
Several years ago, Bayer introduced a line known as One-A-Day Extras, offering garlic and vitamin pills. The vitamin line of C and E was discontinued, but garlic remains on the market.