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||*|
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Campaign Launch: NBTY debuts first work from new AOR Droga5
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.
Update (1/8/16): After being named creative AOR across all of NBTY’s brands, the first work from Droga5 will debut at this weekend’s Golden Globes. NBTY SVP and GM for vitamins, minerals, herbals and supplements Derek Bowen said the company chose the Globes to break the new Osteo Bi-Flex campaign because it is a “tentpole event” and January is a key time for the category. Droga5 was brought in four months ago to help NBTY retool marketing creative and turnaround many of its struggling categories, including joint care (the category was down 8% due to Osteo Bi-Flex’s poor performance). Watch the two new ads here. Sellers should keep in mind that this is likely just the first in a number of upcoming 2016 campaigns, so reach out to secure dollars now.
Havas Media Group will handles media buying and planning. Also, NBTY brought on Austin & Williams
Osteo Bi-Flex 2015 Media Spend: According to Kantar Media, OBF spent $30.2 million on measured media in 2014. Per iSpot, OBF spent only $1.9 million on national TV ads in 2015 – down from $12.5 million in 2014. Since a new TV ad is debuting this week, sellers should look for 2016 spend to possibly reach 2014 levels.
Moat reports that OBF ran only four display ads on 25 publishers in 2015 (4% mobile). Top ad destinations included: coupons.com, rd.com and betteroffers.com (70% placed site direct). OBF also ran three video ads, but no high impact ads.
Below was originally published on 9/9/15:
Opportunity: No. 237 on the here). The firm will be responsible for creative across all of NBTY's brands. According to CMO Andre Branch, the decision to consolidate agency relationships is part of a larger effort to “build stronger relationships with key strategic partners” and “really leverage their expertise.” Branch is hoping to parlay this centralization of strategy to create “deeper, more engaging relationships” with consumers.
NBTY is the leading company in the saturated $11 billion vitamin industry, but its brands still get lost in the clutter. So, 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 are on the way.
Havas Media Group will continue to handle media buying and planning, according to the Branch.
Incumbent: Golin had handled the account since 2014, according to The List.
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
Nature's Bounty: $12.4 million has been spent on national TV ads so far this year – up from $8.4 million for the same period 2014. The most money has been spent to air ads on CBS, ABC, AMC, E! and TNT during shows such as “The Talk,” “The Walking Dead,” “Good Morning America,” “Breaking Bad” and “General Hospital” (Luke + Laura forever, y'all).
Nature's Bounty has run 19 standard display ads on 163 publishers so far this year (<1% mobile). Top ad destinations include sheknows.com, punchbowl.com, myfitnesspal.com and fitnessmagazine.com. For the same period in 2014, 15 creatives were run on 71 publishers. Note that, unlike other companies, NBTY has been placing more ads site direct instead of programmatic in 2015 than it did in 2014 (42% in 2015 vs. 23% in 2014).
Osteo Bi-Flex: $3.6 million has been spent on national TV ads so far this year – down from $26.9 million for the same period 2014 . The most money has spent to air ads on AMC, CBS, Food Network, ABC and Hallmark during shows such as “The Talk,” “The Walking Dead,” “Breaking Bad,” “Diners, Drive-Ins and Dives” and “Good Morning America.”
Sundown Naturals: No national TV ads have run for this brand in 2014 or 2015.
So far this year, 15 standard display ads have been run on 300 publishers (<1% mobile). Less than 1% are placed site direct and top ad destinations include: makeupalley.com, about.com, eatingwell.com, womansday.com and goodhousekeeping.com. For the same period 2014, nine creatives were run on 37 publishers (3% mobile).
Pure Protein: No national TV ads have run for this brand in 2014 or 2015.
For 2015, 12 standard display ads have been run on 195 publishers (<1% mobile) Top ad destinations inlcude eteamz.com, active.com, tasteofhome.com and jalopyjournal.com. During the same period in 2014, 13 creatives were run on 15 publishers (<1% mobile). 100% of these ads were placed site direct in 2014, while only 81% of 2015′s were placed this way, signaling a move into programmatic for this brand.
Met-Rx: No national TV ads have run for this brand in 2014 or 2015. For FY 2013, only $23,000 was spent on national TV ads that aired on ESPN and Comedy Central.
So far this year, Met-Rx has run 21 standard display ads on one publisher, bodybuilding.com. For the same period 2014, 12 creatives were run on 31 publishers such as bodybuilding.com, syracuse.com, tvguide.com and foxnews.com.
Recent Leadership Shifts: In addition to Branch's April appointment as CMO, NBTY added Derek Bowen, SVP and GM for Vitamins, Minerals, Herbals and Supplements (VMHS); Bradley Charron, SVP and GM for Sports and Active Nutrition; and Jill Staib to the newly-created position of VP of strategic initiatives and private label. All three are tasked with developing and executing strategic growth plans for their respective divisions.
4320 Veteran's Memorial Highway
Holbrook, NY 11741
Chief Marketing Officer
Direct Dial: (631) 200-5013
200 Hudson St.
New York, NY 10007