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How do you sell a ridiculous multivitamin product? Make it ridiculously cute

How do you sell a ridiculous multivitamin product?

Make it ridiculously cute.

If you’ve seen the new TV ads for One-A-Day Men’s VitaCraves Gummies, you’ve witnessed a ton of cute. After all, they can’t sell it on its merits. The potencies of individual vitamins in this multi are absurdly low.

Just 75 mg of vitamin C? It’s like dropping a lemon seed in water and calling it lemonade.

And 400 IU of vitamin D? You’ll get that in about three minutes of summertime sun exposure.

But sugars? Yes! Plenty of sugars — 3 grams!

The TV ad features a guy named Mike. The voiceover informs us that Men’s VitaCraves Gummies give Mike the energy to do “manly” things. Like taking out the trash and wrestling bears.

But this warning appears on the screen… “VitaCraves will NOT make you a world-class bear wrestler.”

Cute.

Too bad that’s all it has going for it.

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Allan Spreen, M.D.
Dr. Allan Spreen, Chief Medical Advisor

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