NBTY Appoints Droga5

NBTY, Inc., a global manufacturer, marketer, distributor and retailer of market-leading vitamins, supplements and sports and active nutrition products, today announced that it has named Droga5 its new strategic and creative advertising agency partner. 

The agency will spearhead the development of strategic and creative marketing campaigns and concepts across several of NBTY’s prominent brands, including Nature’s Bounty, Sundown Naturals, Osteo Bi-Flex, Pure Protein and MET-Rx.  With this appointment, NBTY is consolidating its brands within its marketing efforts. Work for these integrated executions will begin in 2016 and will include strategy development for television, print, digital and social campaigns. 

“The increasing importance of digital media; the proliferation of interactive platforms; and the rise of omni-channel have dramatically changed the way consumers make purchasing decisions, and therefore the marketing landscape,” said André Branch, Chief Marketing Officer at NBTY. “Our partnership with Droga5 will allow NBTY to access world-class capability in new marketing disciplines while leveraging internal expertise. We are building an integrated team that will allow for authentic delivery of our brand messages and engagement with our consumers in a contemporary way.”

“NBTY has built a phenomenal business with trusted and high-quality brands that consumers love,” said Jonny Bauer, Droga5’s Global Chief Strategy Officer. “We're honored to work with this team at a time when they are looking to have a stronger marketing presence. NBTY has outstanding products that help people support their health and we look forward to helping them build awareness, impact and influence within the growing wellness space.”