Centrum MultiGummies, Flavor Bursts & Vitamints

Lifestyle-Focused Health & Wellness… With Great Taste

THE CHALLENGE

Develop a strategy and new products to bring millennial consumers into the Centrum franchise.

THE JOURNEY

Ethnographic videos, livelogging and creativity groups with young adult consumers indicated that a great flavor experience is key to gaining compliance, and that nostalgia for the candy-type multivitamins of their childhood is a significant purchase driver.

THE WIN

A range of new forms within the vitamin, mineral & supplement category, including Centrum MultiGummies and Vitamints.