NBTY appoints Havas Work Club for Nature’s Bounty launch

by Maud Largeaud , AdForum

NBTY, which includes household brand Holland & Barrett, appoints Havas Work Club to handle its strategy, digital and communications

NBTY (formerly Nature's Bounty, Inc.), the manufactures, sellers and distributers of vitamins and food supplements, has appointed Havas Work Club. The agency will act as a partner on strategy, digital and communications to handle both the new launch and the repositioning of its flagship brand, Solgar.

NBTY, owned by The Carlyle Group, distributes its products to supermarkets, drug store chains, mass merchandisers, club stores, and health food stores under various brand names, including Vitamin World, Balance Bar and Holland & Barrett.

Havas Work Club was appointed to the £1m brief without a pitch, and activity will include a 360 degree service offering across the two projects in all major markets (excluding the US/South America ). The agency will also be managing a TV campaign out of Turkey. The brief will see Havas Work Club creating new technology and concepts that strengthen the launch, as well as the repositioning of Solgar.

Paddy Griffith, CEO at Havas Work Club said: “NBTY oversees a host of house-hold names and we’re looking forward to launching another one internationally. It’s an exciting brief that includes the reposition of a flagship brand, so will provide us with an opportunity to think creatively about how we can leverage everything from digital channels, to experience design or concept stores to strengthen the NYBT brand on a global scale.”

Giacamo di Gerado, GM at NBTY said: "We have been looking for a partner to help us step change our business and believe that in Havas we have found the perfect mix of modern marketing and ambition to help us achieve our goals."

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