TITLE

Hot-selling arthritis brand taps success

AUTHOR(S)
Snyder, Beth
PUB. DATE
April 1999
SOURCE
Advertising Age;4/19/1999, Vol. 70 Issue 17, p87
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the success of Rexall Sundown's Osteo Bi-Flex brand in the U.S. mineral supplements market. Sales are nearing $100 million, and in April 1999 it broke new television spots that play up that success. The commercials from Avrett, Free & Ginsberg tout Osteo Bi-Flex's healing abilities. They feature a composite arthritis sufferer, compiled from what was said to be thousands of letters Rexall received from consumers about the effectiveness of the product. The agency chose to run testimonial-style advertising based on the letters because research told that people buy certain products because they are recommended by a doctor or recommended by a friend.
ACCESSION #
1787376

 

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