• by Karl Greenberg , August 30, 2011

Emergen-C vitamin C drink, a division of Irvine, Calif.-based Alacer Corp. is launching a new extension, Emergen-C Kidz, for children ages 4 to 13. The product, which comes in packets of water-soluble powder, comprises vitamins, minerals, electrolytes and antioxidants.

The company is timing the launch with the beginning new school year and supporting with an integrated marketing campaign that includes national radio ads, social media efforts and PR programs. There is also a cause-marketing component: for each Emergen-C sold, Alacer Corp. will donate 25 cents to the non-profit Vitamin Angels program.

Francey Grund, associate brand manager of Emergen-C, tells Marketing Daily that the company, which advertises nationally on network and cable day-part, radio, and active lifestyle, men's and women's health, and fitness print verticals, is ramping up online efforts with more social media and digital advertising.

Facebook ads will support Emergen-C Kidz, as will a mommy/daddy blog tour, the Emergen-C eNewsletter, and such PR efforts as product seeding to celebrity parents.

Alacer Corp. says it hopes to raise additional funds for Vitamin Angels through the My Emergen-C Kidz Pledge on Facebook, where parents are encouraged to commit to a healthy family lifestyle. For every family that takes the Pledge, Alacer Corp. will donate an additional 25 cents to Vitamin Angels.

Grund says that Emergen-C consumers respond to cause-marketing efforts such as the Vitamin Angels program aligned with the Emergen-C Kidz launch. "We really increased our social media presence to focus on our philanthropic efforts," she says. "We did a social campaign last year where we had a set amount of donation and consumers could decide who the funds would go to. That went very well. We also do a lot with [U.S. military personnel care-package program] Operation Gratitude."

According to Grund Emergen-C has a broad competitive set because of the range of ways consumers use the product. "We aren't really just a vitamin brand, we are really becoming a health and wellness lifestyle brand, so one thing we have seen is that consumers use [Emergen-C] in a very personalized way every day," she says.

When the product is used for immune support it competes versus brands like Minn.-based supplement company Airborne, she explains. When it is used as a general health booster, then it would be a vitamin aisle competitor, and when used by athletes for electrolyte replacement, it would spar with sport drinks.