Bayer has been stepping up its game behind its Bayer Advanced Aspirin brand in an attempt to recreate its brand identity from a healthy heart supplement for people who’ve had a heart attack to what Bayer Aspirin had been in its heyday: the internal analgesic of choice.
According to a Bayer survey, only 8% of respondents reported taking aspirin more often than other OTC pain relievers. Whatever they’re doing, it’s working. Bayer Advanced sales totaled $5 million, up 66.4% for the 12 weeks ended July 8, according to SymphonyIRI Group across food, drug and mass (minus Walmart).
In June, Bayer tapped New York Yankees pitcher CC Sabathia for a consumer challenge and sweepstakes as part of its Fast Relief Challenge, which asks consumers to try Bayer Advanced Aspirin for pain relief and provide feedback on how it worked for them. For every consumer rating received, Bayer will donate $1 to the American Red Cross, up to a total of $50,000.
“Outside of the United States, Bayer’s Aspirin is one of the top brands consumers turn to again and again for tough pain relief,” stated Reese Fitzpatrick, Bayer Aspirin director of marketing, when first announcing the Fast Relief Challenge in the spring. “In the United States, aspirin’s pain-relief heritage has to a large extent been forgotten, with many consumers only thinking of its heart benefits,” he said. “Bayer Advanced Aspirin was developed to provide the fast pain relief consumers want. We’re confident that consumers will see just how effective the product is when they try it.”
The article above is part of the DSN Category Review Series. For the complete Analgesics Sell-Through Report, including extensive charts, data and more analysis, click here.