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Solgar Vitamin & Herb Co. has decided it's more important to show how its vitamins fit into a healthy lifestyle than to focus on product attributes.

New ads for the company, whose sale to American Home Products Corp.'s Whitehall-Robins Healthcare division was announced last week, feature one word each-priorities, commitment, experience, responsibility, determination, confidence-and carry the tagline, "True to life."


The one-word messages have a dual meaning, as they're intended to describe both the people who use Solgar and the vitamins themselves, said Laurence Waltman, creative director of the company's in-house shop.

"It's a very radical departure for us," said Mr. Waltman. He said Solgar's last campaign, carrying the tagline "Understand the difference," focused on distinguishing Solgar from other brands.


"This is taking a lifestyle approach," said Bill Arthur, VP-international marketing. The goal is to show that "Solgar is the ultimate vitamin for those who want to achieve a healthy lifestyle."

The campaign has kicked off via New York transit ads. Print ads break in September issues of national magazines, including Discover, Martha Stewart Living, Men's Fitness and Shape.

According to Mr. Waltman, the campaign may be used internationally.

Spending was not disclosed, but will be up from last year's $1 million in measured media support.

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