VITAMIN COMPANY RUNS WITH BAILEY
By Adnews Staff
Toronto-based NatraCeuticals Inc. recently signed Canadian sprint star Donovan Bailey to market its Nu-Life vitamins and may look for an agency to help build the Nu-Life brand. Mark Couper, the company's president and CEO, told Adnews that until now, Nu-Life has been available only in health stores, but NatraCeuticals is preparing to introduce the vitamins to a more mainstream market. With major drug stores and retailers introducing special sections for health supplements, Couper said, there's a major shift occurring in the retailing of health products. He added NatraCeuticals wants to use Donovan Bailey's image as a 'clean' athlete to take advantage of that shift. Initially, Bailey will be used in Nu-Life point-of-purchase posters and hang-tag displays. In the fall, national radio and print ads will begin, followed by TV spots in early 1998, Couper said. NatraCeuticals will also have a presence at Bailey's upcoming Toronto race against American track star Michael Johnson with signs at TV camera level. NatraCeuticals' advertising is currently handled in-house, but Couper said the company is considering looking for an agency. NatraCeuticals is a publicly-traded supplier of vitamins, sports products and green foods to 1,400 health food stores across the country.