Naturade mid-year sales were below budget leading to a late July CEO ultimatum for a new product introduction to generate extra cash for the current fiscal year.
OTC Drugs & Devices
1 Billion Impression TV, Radio, Print, Public Relations Campaign
Naturade needed to drive distribution and consumer takeaway of the new ReVivex brand, but didn’t have the cash flow to support the big budget consumer spending required by mass retailers. Any spending could only be funded from new revenue.