The Swiss health goods manufacturer, Roche Consumer Health, has
briefed three agencies to create a fresh approach for its range of
Sanatogen vitamin products.
The company’s three roster agencies, Bates Dorland, DMB&B and WCRS, have
been invited to Roche’s UK headquarters at Welwyn Garden City for secret
presentations. WCRS currently handles Sanatogen’s vitamin tablets and
Start Up!, a vitamin-enhanced fruit juice brand, Dorlands handles its
Rennie indigestion remedies and DMB&B its Supradyn and Eleve brands.
Bates and DMB&B are key agencies elsewhere in the world for Roche, which
wants to achieve a greater brand cohesion across Europe.
Vitamin supplements represent a fast-growing sector in the UK but
Sanatogen’s lead is being eroded, both by the popularity of own-label
vitamin products and by the aggressive tactics of the US newcomer,
No-one from any of the three agencies was available to comment on the
review, and the Roche UK general manager, Gavin Bell, who is running the
pitch, had not returned calls as Campaign went to press.