• by Les Luchter , Staff Writer, Yesterday

In a turnaround story with a twist, Bayer’s One a Day has redesigned its logo and packaging, unveiled new positioning under the motto “The ONE for you,” teamed up with retailers for in-store displays, and launched probably the largest ongoing ad campaign in its 82-year-history.

The twist? One a Day remains the top brand in the multivitamin category, according to Lisa Perez, general manager, nutritionals, Bayer Consumer Health North America. Still, she tells Pharma & Health Insider, One a Day’s share has been slipping in recent years as new players entered the business and the brand’s marketing became “inconsistent.”

As part of this reactive rather than proactive approach, for instance, One a Day turned to touting the science behind its products, as in this spot, rather than product benefits.

“We got sidetracked, distracted,and moved away from our historical equity. We lost our way over time,” Perez says. Now, though, One a Day is “getting back to what made us true -- our roots, the DNA of this brand, grounded in providing nutritional support, helping people fill the gaps in their diet -- in a way that’ll break through in this very crowded environment.”

She adds, “As the leader in the industry, we needed to regain that position. We have such an opportunity to own this again, to help navigate and drive more clarity within the category.

The brand remake includes consistent packaging across more than 30 different SKUs. With each product launch over recent years. Perez says, “we veered away from the core equity. We had various logos.”

This inconsistency, she notes, caused confusion at retailers: “Sometimes we’d be placed together, sometimes separately.”

But, the brand does want all its products to be grouped together on the shelves, because “One a Day is the beacon of the category, the way people come into the category, and very familiar to people.”

To help support this change, the brand has launched In-store displays, including endcaps, “that we’ve never had before,” Perez says.

Supporting the retail changes will be a brand-level ad campaign, exemplified by a current paid search spot showing six different products (women’s, men’s, prenatal, teen and women’s 50+). This brand effort, the largest by One a Day in several years. will kick into high gear in 2026 with assets to include an earned media push and event marketing.

In the meantime, the brand began multiple targeted campaigns for specific products with a connected TV spot for its new kids’ gummy multivitamin as well as in-theater ads before summer blockbusters. This was followed just recently with the launch of a campaign for the women’s multivitamin. Targeted to women from 35 to 49 and highlighting such benefits as energy and immunity, the campaign includes audio, social, in-store and TV, including placements during CBS’s first night of the fall season dual premiere of “Matlock” and “Elsbeth” this past Sunday.

The next product-specific campaign to roll out will be for both men’s and womens  50+ products, followed by prenatal.

Campaigns will overlap, Perez explains, and “you may not see all the same media vehicles for everything. TV for both over and under 50 continues to be a very powerful way to drive awareness, but for prenatal, we need to be in doctors’ offices leveraging KOLs [key opinion leaders] and influencers,” for example.

You can expect the campaign elements to continue for three to four year “to break through and build the equity behind ‘the one for you,’” Perez says. After being “very inconsistent over time, we are very committed to this over time.”

One a Day’s rebranding was done in conjunction with goDutch, campaign creative handled by Omnicom’s BBDO Chicago, and media buying conducted in-house.

One a Day, said to have revolutionized the vitamin industry when launched by Miles Laboratories in 1943, was acquired by Bayer in 1979.