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To Develop Campaigns for Diet Supplement Brands

By Published on .

CHICAGO (AdAge.com) -- Rexall Sundown tapped independent Cramer-Krasselt, Milwaukee, following a review, to handle creative work for its diet supplement brands.

The agency will develop advertising campaigns for the Osteo Bi-Flex, Carb Solutions, Sundown MET-Rx brands, with new creative expected to break in August, said Paul Bentley, Cramer-Krasselt's executive vice president and general manager.

"This is a major

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package goods company, and it shows our ability to compete on a national level," he said.

MDC Communications Corp.'s Crispin Porter Bogusky, Miami, parted ways with Rexall in January and did not participate in the review, a Rexall spokeswoman said.

Omnicom Group's TBWA/Chiat/Day, New York, which on March 25 was awarded advertising duties for Rexall's GNC retail stores, also participated in the review, along with other undisclosed agencies.

Rexall Sundown spent $30 million in advertising in 2001 across its brands, a spokeswoman said.

Earlier this month, Rexall's parent, Netherlands-based Royal Numico, announced it would restructure its U.S. operations, cut 600 workers and take a $30 million charge amid shrinking sales in the diet-supplement category. In January, Boca Raton, Fla.-based Rexall, the main supplement supplier to Wal-Mart stores, named Ralph Denisco its new CEO.

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