Bayer Consumer Care: From Big Nights to Big Days

Heather Morrison, Angela Morris and Andrew McCowan

This case study shows how Bayer Consumer Care's brand 'Berocca' reinvented its purpose in Australia, from restoring after a big night to preparing for a big day.

Campaign details

Agency: J. Walter Thompson SydneyAdvertiser: Bayer Consumer CareCategory: Long Term Effects

Executive Summary

Many would kill to be as famous for and synonymous with a core consumer need as Berocca was with hangover cure. But this very fame was causing relevance to fizzle out, resulting in declining frequency and sales.

This is the story of how Berocca reinvented itself from restoring after a big night, to preparing for a big day, motivating Aussies to reappraise the role of this iconic brand.

Berocca's Big Days campaign turned a decline into growth, with sales rising...

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