Bayer Expands Aspirin Heritage In New Advertising Campaign

Bayer Corp. has introduced a new advertising campaign to expand the reputation of the Bayer corporate brand beyond its most well known product, Aspirin. The campaign, which debuted on "Face the Nation" on Jan. 17, also introduces Bayer's new themeline, "Changing the world with great care."

"The Bayer name is a symbol of integrity, breadth and strength throughout the world," said Robert S. Walker, director of Marketing Communications. "We want to broaden its perception in the United States."

Siegel & Gale/NY conducted a comprehensive brand audit to help Bayer develop its corporate brand positioning—expanding its aspirin heritage whilst creating an image that encompasses all of Bayer's diverse business segments. This brand positioning set the framework for a new corporate advertising campaign from DDB Needham/NY.

Each execution of the campaign focuses on a single Bayer business to increase awareness of Bayer as "an inventive company committed to discovering and developing a wide range of leading-edge products that help to improve people's everyday lives."

For more information: Bayer Corp., 100 Bayer Rd., Pittsburgh, PA 15205-9741, USA. Telephone: 412-777-2000.