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Bayer Expects Wonders With Revamped Marketing

  • Ad Age, Friday, January 19, 2007 1:45 PM
Bayer is out with new positioning, packaging, promotion, theme line and Web site in a bid to relieve its sales headache. "Expect Wonders" is a nod to the iconic tagline "The wonder drug that works wonders." Consumers will get this news via a free-standing insert to more than 40 million homes on Super Bowl Sunday.

The TV portion of the campaign will have three 30-second spots and two 15-second commercials, all of which feature Ty Pennington, the host of ABC's "Extreme Makeover." Bayer called Pennington, 42, a perfect fit for its target audience of adults 40 and older.

Overall ad buys will be "pretty comparable" to the $40 million the brand currently spends each year, though a good portion of that will be front-loaded in the next few months to kick off the campaign. The company said there will be a 26% increase in prime-time spending.

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