• Ad Age, Tuesday, January 16, 2007 11:15 AM

With sales stagnant, Bayer has reverted to an old idea to put some new marketing oomph behind its flagship aspirin brand. The new positioning and theme line is "Expect Wonders," a variation of the old "The wonder drug that works wonders."

In addition, it will roll out new packaging, a new Web site and a promotion to be announced in a free-standing insert to more than 40 million homes on Super Bowl Sunday. Omnicom Group's BBDO Worldwide, New York, handles the campaign.

And while it won't necessarily be spending more than the $40 million it currently shells out annually, it will be increasing in some media. Robert Schumm, category director-Bayer Aspirin franchise, says ad buys will be "pretty comparable" to the current budget, although a lot will be loaded into the next few months to get the new campaign going, which means a 26% increase in prime-time spending.

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