Goodby Wins Vitamin Brand

Nature’s Way has tapped Goodby Silverstein & Partners to broaden the appeal of the company’s Alive multivitamins and position the brand as a challenger to the category’s biggest players.

The Omnicom agency bested Young & Rubicam for the business after the herbal supplement company looked at San Francisco agencies to handle Alive (Nature’s Way is headquartered in Green Bay, Wisconsin but bases its marketing offices in Lehi, Utah.)

In naming GS+P agency of record for the brand, Nature’s Way has given the shop responsibility for creative, strategy, interactive and media planning and buying. Alive has always been well-known as a specialty health food brand and it recently picked up momentum in mass retailers like Walmart, Target, Walgreens and Rite-Aid.

In work that is expected to break in late summer or early fall, GS+P aims to build upon that growth through the launch of a national, integrated awareness campaign introducing Alive to a more mass group of consumers. Measured-media spending on the brand in 2011 was $19.8 million, according to Nielsen, an amount that does not include digital spending or business-to-business marketing.