Meda Consumer Healthcare Reenergizes Geritol® Brand with Fresh New Packaging and First TV Ads in More Than 20 Years

  Meda Consumer Healthcare Reenergizes Geritol® Brand with Fresh New Packaging
  and First TV Ads in More Than 20 Years

 New Geritol^® Multivitamin Packaging Shipping to Retail; TV Ads Begin Airing
                                  This Month

Business Wire

ATLANTA -- September 24, 2013

One of the U.S.’s most recognized heritage brands, Geritol^® Multivitamin, is
being marketed to a new generation of consumers with a fresh new package
design and its first television spot in more than 20 years.

A pillar in the nutritional supplement category for more than 60 years,
Geritol Multivitamin was acquired by Meda Consumer Healthcare in 2011. Meda is
leveraging the product’s established quality and balanced formulation to
communicate its continued relevance to today’s health-conscious consumers,
while incorporating an updated look with vibrant colors, sleek design elements
and active lifestyle imagery to attract a younger consumer.

“Geritol has a strong history in TV, with ads dating back to the 1950s, so we
think it’s only fitting that we re-introduce it to consumers via this medium,”
said Cigdem Topalli, Meda Consumer Healthcare brand manager. “Just as
Geritol’s trusted, well-balanced formula has stood the test of time, so do its
benefits to consumers, and we’re excited to introduce reenergized packaging
and marketing that reflects this.”

The new Geritol^® TV spot features national nutrition and wellness expert Erin
Palinski-Wade and incorporates man-on-the-street commentary and physically
active people to reintroduce the brand to the U.S. audience. The messaging
will focus on the brand’s signature, well-rounded approach to supplementation
that delivers 100% of the Recommended Daily Value of 12 essential vitamins and
minerals to support energy, immune system and bone health in just the right
amounts without megadosing. Airings began on September 4, 2013 and will
continue through October on national cable networks like the Cooking Channel,
Hallmark Channel, and Lifetime Movie Network.

Shipping of the new packaging of Geritol^® Multivitamin has begun and should
start appearing on shelves within the next month. Geritol^® Multivitamin is
available at major retailers and drugstores across the U.S., including
Walgreens, Walmart and Meijer in the vitamin section and is sold at a
suggested retail price of $11.99. Learn more at

About Meda Consumer Healthcare:

Meda Consumer Healthcare, distributor of Geritol^® Multivitamin is the U.S.
over-the-counter division of Stockholm-based Meda AB, a top 50 global
specialty pharmaceutical company. For women and men of all ages, Geritol^® is
the nutritional supplement trusted over time to provide the ‘right balance’ of
essential vitamins and minerals.

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