C-K Gets Boost From Rexall Win

Cramer-Krasselt plans to launch a campaign behind its newly acquired Rexall Sundown brands in August, an agency executive said.

C-K’s Milwaukee office prevailed in a review for the $20 mil lion account over six undisclosed final ists, according to a representative for Boca Raton, Fla.-based Rexall.

The client worked with Crispin Porter + Bogusky in Miami last year, mostly on a project basis. The relationship was severed at the end of the year, when Rexall de cided it wanted more of a full-service shop, the representative said.

C-K plans a national TV campaign behind the brands, said Paul Bentley, general manager of C-K Milwaukee. Brands assigned to the agency are Osteo Bi-Flex, an arthritis treatment; Carb Solutions, for weight loss; the Sundown line of vitamins, minerals and herbal supplements and the Met-Rx line of sup plements.

Each brand is aimed at a different target, with Osteo Bi-Flex, for example, marketed to older consumers, Bentley said.

Billings were about $14 million in 2000 and up to almost $20 million last year, according to CMR.

Rexall Sundown is owned by Royal Numico, a Dutch concern that also owns General Nutrition Centers.