Wednesday, January 17, 2007

Bayer Web site, campaign position its aspirin as "wonder drug"

Bayer Web site, campaign position its aspirin as "wonder drug"

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The Web address for the new Bayer Aspirin site says it all: The site is part of a new campaign from Bayer to boost sales and position the drug as one that "works wonders." The Web site highlights aspirin's continued use as a painkiller, anti-inflammatory, and blood thinner, as well as the ongoing research into aspirin as a treatment for other conditions, such as Alzheimer's disease and cancer. Bayer said there will be a 26% increase in primetime spending for the brand, and ads will feature Ty Pennington, the host of the ABC program "Extreme Makeover: Home Edition," according to Advertising Age. The Web site also offers a heart-risk assessment quiz and a Bayer-sponsored contest, also featuring Pennington, which encourages consumers to nominate people who "work wonders" in their lives.

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