Campaign details

Brand: Bayer Aspirin
Advertiser: Bayer Healthcare
Lead agency: Energy BBDO

Effie awards category context

Bayer® Aspirin, the Wonder Drug®, needed to reassert its wonder. Over time, the brand had begun talking to an increasingly narrow audience, speaking only to those people who had already suffered a heart attack or clot-related (ischemic) stroke. As a result, there was an entire demographic who was unaware of the power of this brand. This case illustrates how, by changing our perspective, we were able to make a truly important indication, saving a life, more visible than ever. In so doing, we've created a movement to empower people to carry aspirin and make a difference in the world.

State of the marketplace and brand's business

Bayer® Aspirin, the iconic Wonder Drug®, needed to reassert its wonder. Despite promoting its many indications—from relieving minor aches and pains, to helping reduce the risk of another heart attack for years—the brand, and category at large, had begun to decline due to increased competition from newer pain relievers and prescription medications. This was due in large part to the fact that, over time, the brand had begun communicating to an increasingly narrow audience, speaking only to those who had already had a cardiac event (heart attack or ischemic stroke). But, as the leader in the secondary prevention space, we knew we couldn't rest on our laurels. The brand felt compelled to inject some life back into the category, and began looking for a new, fresh angle which could help expand the brand's reach and get a new, younger demographic to start paying attention.

Audience