Nutrition Business Journal
Multichannel Approach Builds Halo of Credibility around New Vitality

Multichannel Approach Builds Halo of Credibility around New Vitality

Case study: Direct marketer New Vitality ups the legitimacy of Super Beta Prostate thanks to placement in multiple channels.

While many direct-to-consumer brands of nutritional supplements still carry the stigma of their less conscientious forebears, one company is building a successful business model—and creating a halo of credibility around its products—by using a multichannel approach to marketing.

This is certainly not the easiest way to go. Multichannel requires a broader, more targeted media spend, as well as significant investment to create multi-format advertising and to cons

All access premium subscription

This content requires a subscription to Nutrition Business Journal.

As an NBJ subscriber, you receive 10 issues a year and access to the exclusive “NBJ subscriber only” content on (excludes three-month subscriptions), which includes PowerPoint presentations, select data charts and archived articles. Subscribers also receive a 10 percent discount on data charts, comprehensive market research reports and webinars.

Email [email protected] for more information about subscribing.

Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.