NYCA Goes Green for Vitamin Supplement

LOS ANGELES BioPharma Scientific has hired independent shop NYCA to launch its Greens to Go vitamin supplement drink without a review, according to Michael Mark, the agency’s creative director and CEO.

An upcoming campaign by the Encinitas, Calif.-based agency includes print advertising and point-of-sale elements, he said.

Bob Herrmann, CEO of the San Diego-based client, said the product would be available in club stores starting next month. He declined to disclose the media budget.

The general category of wellness products racked up $500 billion in sales in 2005, including $14 billion in organic products, and there is a “category-shift of consumers away from pills,” Herrmann said.

An early emphasis on in-store sampling is intended to leverage the product’s taste and mobility (it is available in boxes of 30 single-dose packets), he added.

“We also developed a patented process for micro-encapsulation, which increases the bio-availability of the product, but we haven’t determined yet how we’re going to tell that story,” he said.

Herrmann selected NYCA because he had previously worked at agency client Metabolife.

“We’re presently going over the marketing budget to determine all the elements,” Herrmann said. “After the club channel, we’ll expand to the health food channels then hopefully move to mass-market retail.”