Nature's Bounty Co. | Company Profile, Marketing Contacts, Media Spend, Brands
NBTY, headquartered in Ronkonkoma, NY, is a manufacturer of vitamins and nutritional supplements. The company distributes its products to supermarkets, drug store chains, mass merchandisers, club stores and health food stores under a variety of third party brand names.
|Main Telephone||(631) 567-9500|
|Main Fax||(631) 244-2136|
Nature's Bounty Co. ContactsContacts (5/39)
|Harvey K.||Vice Chairman||NY|
Sample of Associated Brands
|Steve C.||President & Chief Executive Officer||NY|
|Derek B.||Chief Marketing Officer, NBTY & General Manager - CPG Americas||NY|
|Brian W.||President, Americas & Chief Executive Officer, Nutrition, Inc.||NY|
|Andrea S.||Chief Information Officer||NY|
|Good 'N Natural||*|
|******* ***||*** ****** *********||AOR - public relations||2012||present|
|*****-*||******* + ********||Creative||2015||present|
|***-**||***** ***** *****||Media Buying, Media Planning||unknown||present|
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Digital, TV Opps: NBTY promotes CMO, president
Subject: digital, TV, social media
Company: Winmo), a privately-held manufacturer of vitamins and nutritional supplements that distributes its products to supermarkets, drug store chains, mass merchandisers, club stores and health food stores. NBTY's brands include Nature's Bounty, Sundown Naturals, Ester-C, Solgar and Osteo Bi-Flex.
Opportunity: Promoted CMO Andre Branch to president of its direct to consumer division. Also, Derek Bowen was elevated to CMO to fill Branch’s vacancy. This marketing shuffle comes just after Havas Media Group would continue to handle media buying and planning, but a new CMO could choose to review the agency roster. Media reviews do often follow creative shuffles.
NBTY is the leading company in the saturated $11 billion vitamin industry, but its brands still get lost in the clutter. So, more new digital, TV and social media campaigns – both for the company and its individual brands – should deploy in the near future. Pay attention to the media spend breakdown for NBTY's brands below, as marketing investments are all over the board. While some brands are increasing spend and programmatic placements, other brands are backing down.
Health and lifestyle sellers, especially those with a female focus, should have the upper hand here, so reach out now since new campaigns have already started running this year (research here).
Experience: Prior to his promotion, Bowen was SVP and general manager of vitamins, minerals, herbs and supplements for NBTY. Before joining NBTY last year, Bowen was SVP of marketing for Coty Beauty US.
Media Spend: According to Kantar Media, NBTY spent $74.7 million on measured media last year – up from $53.6 million in 2013. The overwhelming majority of this was allocated to broadcast media, with the remainder dedicated largely to display ads.
Spend Breakdown: National TV spend per Moat
For full 2015, NB spent $9.8 million on national TV (actually, the same spot as 2016). In 2015, “I Did It” (not to be confused with If I Did It), was run throughout the year (with a blackout period from May 4 to Aug. 1).
Nature's Bounty has run 9 standard display ads on 259 publishers so far this year (<1% mobile). Top ad destinations include todaysparent.com, people.com, amazon.com and 6pm.com (29% placed site direct versus programmatically). For the same period in 2015, 18 display, five high impact and two video ads were run on 162 publishers.
Osteo Bi-Flex: Earlier this year, OBF launched the first work from new(ish) creative AOR Droga5 (more here). See chart for 2016 show targeting.
$6.2 million has been spent on national TV ads so far this year – up from $2 million for the same period 2015 (which was actually the full year spend). For 2015, the most money was spent to air ads during shows such as “Jeopardy!,” “The Walking Dead,” “Diners, Drive-Ins and Dives” and “Good Morning America.”
So far this year, OBF has not run any display ads. For all of 2015, the brand only ran four display and three video ads on 25 publishers (4% mobile; 68% site direct).
Sundown Naturals: While no national TV ads were run for this brand in 2014 or 2015, SN has spent $872,000 on two national TV spots in 2016. The most money has been spent to air ads during “Anderson Cooper 360,” “The Lead With Jake Tapper,” “Bones,” “Hannity” and “NBA Basketball.”
So far this year, 12 standard display ads have been run on 625 publishers (<1% mobile). Less than 1% are placed site direct and top ad destinations include: mensfitness.com, live.com, makeupalley.com and styleblazer.com. For full 2015, 18 standard display ads have been run on 437 publishers (<1% mobile) Top ad destinations inlcuded healthguru.com, muscleandfitness.com, makeupalley.com and mensfitness.com (<1% site direct).
Pure Protein: No national TV ads have run for this brand in 2014 or 2015.
So far this year, six standard display ads have been run on 175 publishers (<1% mobile) Top ad destinations include: fitnesmagazine.com, youbeauty.com and cafemom.com (4% placed site direct).
Met-Rx: Read about Met-Rx’s product line extensions and upcoming campaign plans here.
4320 Veteran's Memorial Highway
Holbrook, NY 11741
President – Direct-to-Consumer
Chief Marketing Officer & General Manager – CPG Americas
200 Hudson St.
New York, NY 10007