NBTY Appoints Merkley+Partners As Creative Agency

Agency to Provide Support to ESTER-C® and Kids Vitamin Brands

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Oct 13, 2015, 10:06 ET

NEW YORK and RONKONKOMA, N.Y., Oct. 13, 2015 /PRNewswire/ -- NBTY, Inc., a global manufacturer, marketer, distributor and retailer of industry-leading vitamins, supplements and sports and active nutrition products, today announced that it has appointed Merkley+Partners as lead creative agency for its Ester-C® and Kids' Vitamin portfolio.

Merkley+Partners will be responsible for helping these brands effectively communicate their value to customers and consumers through development of creative strategy, digital and social communications.

Ester-C(R) 500mg Tablets provide the support you can count on all day, every day. A daily dose of Ester-C(R) gets into your white blood cells, and stays there - for up to 24 hours, which is longer than regular Vitamin C. Plus, Ester-C(R) is manufactured without chemicals to neutralize pH, which means it's non-acidic and gentle on your stomach.

"Our continual growth is dependent upon creating the most relevant, engaging brand experiences to drive loyalty with consumers and create value for our customers," said Andre Branch, Chief Marketing Officer for NBTY's Consumer Products Group. "I'm confident that leveraging Merkley+ Partners' fully-integrated approach, collaborative attitude, and expertise in today's marketing landscape will help our brands connect with consumers."

"We are thrilled to be selected by NBTY as a partner agency for these popular brands, and are particularly excited to help them creatively differentiate in the market," said Alex Gellert, CEO of Merkley+Partners.

Ester-C is an immune support supplement with a patented formula that provides around the clock support.* Ester-C has been clinically studied to stay in white blood cells for up to 24 hours, which is longer than regular Vitamin C.* It helps maintain good health year-round.* The NBTY Kids Vitamin portfolio, many of which are pediatrician preferred¹, includes Disney, Marvel and Star Wars licensed equities featuring the characters kids love.

About NBTY
NBTY has enriched the lives of consumers around the world by introducing innovative products and solutions to the health and wellness marketplace for more than 40 years. Our ongoing mission to deliver the highest quality nutritional supplements and wellness products has resulted in an extensive portfolio of well-known and trusted brands, including Nature's Bounty®, Sundown Naturals®, Osteo Bi-Flex®, Solgar®, Balance Bar®, MET-Rx®, Pure Protein®, Body Fortress®, Puritan's Pride®, Vitamin World®, Holland & Barrett®, De Tuinen® and many others. As a leading global manufacturer, marketer, distributor and retailer of more than 20,000 vitamins and nutritional supplements, NBTY is committed to supporting wellness by creating products that consumers want and making them easily available anywhere they shop. Learn more about our wellness vision and industry-leading products at www.nbty.com.

About Merkley+Partners
Merkley+Partners is a full-service marketing and advertising agency providing strategic direction to clients and creating print, broadcast, digital, social, viral, brand identity and CRM programs. Merkley's clients include Mercedes-Benz, smart car, Sprinter Vans, all Detergent, Nutella, Florida's Natural Orange Juice, STP, Armor All, Zonnic Nicotine Gum and ProAir HFA asthma inhalers. The agency was founded in 1993 and is a wholly owned subsidiary of Omnicom Group Inc., a leading worldwide communications company.

*These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure or prevent any disease.

¹Based on a survey of pediatricians who discuss children's supplements with their patients' parents and prefer to recommend Disney, Marvel and Star Wars Complete formula vs. comparable leading brands.

Media Contacts:
NBTY
Jodi Katz
631-200-7491
[email protected]

Merkley+Partners
Rob Moorman
[email protected]
212-805-7799

Photo - http://photos.prnewswire.com/prnh/20151012/276021

SOURCE NBTY, Inc.