Rite Aid, GNC push PharmAssure line with single-item ads

Snyder, Beth
October 1999
Advertising Age;10/11/1999, Vol. 70 Issue 42, p4
Trade Publication
The article reports that Rite Aid Corp. and General Nutrition Cos. (GNC) launched a $25 million advertising campaign for their jointly developed nutritional-supplement brand, PharmAssure as of October 11, 1999. The two retailers are using a non-traditional tactic to unveil the 39-item line to customers. Rather than introduce the entire range of products, advertising will highlight individual items. The retail-driven strategy is designed to build the brand through the products. GNC and Rite Aid control product placement, so customers looking for one will find the entire line displayed.


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