CLIENT
Bayer Consumer Health
Kelly Fanning, GM / VP of Marketing
Megan Mazzullo, Senior Brand Manager
Clinton Roese, Director, Media Strategy and Activation
AGENCY
Doug Malcolm, SVP, Group Strategy Director
Larry Gies, EVP, Chief Strategy Officer
Katie Clow, EVP, Client Service Director
Cara Christman, SVP, Group Account Director
Andrea Siqueira, EVP, Executive Creative Director
Dan McCormack, Creative Director / Copywriter
Josh Parmenter, Associate Creative Director
Dane Canada, VP, Creative Director
Allison Hayes, EVP, Executive Creative Director
Josh Gross, EVP, Chief Creative Officer
Bianca Summerville, Assistant Account Executive
Jeff Davis, SVP, Director of Production
JohnPaul Ward, Producer
EssenceMediacom
Kelly Hand, Associate Media Director
Erin Shevlin, Account Manager, Sport & Entertainment
SUMMARY
It’s hard for comms to change behavior, even when lives are at stake. For years, Bayer® Aspirin tried to encourage people to get heart risk assessments, but getting them to take the simplest steps has been difficult. With small budgets in 2023, we had to take a new approach. Our new campaign succeeded by tapping into the power of sports – where fans’ unhealthy behaviors collide with passion – to drive 215,000 people to our heart risk tool, and gain +6% sales, +1.4 points share with incredible efficiency (+131% ROI).
