Bayer Aspirin: The HeroSmiths – The rise of common heroes

Jesse Unger, Catrina McAuliffe

This case study shows how Bayer, a pharmaceutical brand, made its product relevant to a new audience in the US by focusing on its life-saving capabilities.

Campaign details

Brand: Bayer® AspirinBrand Owner: BayerLead Agency: Energy BBDOCountry: United StatesIndustries: Non-prescription, OTC productsMedia Channels: Direct marketing, Games & competitions, Online display, Online video, Sales promotion, Social media, Websites & micrositesBudget: 500k - 1 million

Executive Summary

In the U.S. there's a heart attack every 42 seconds.

During a suspected heart attack, chewing aspirin could help save a life. The problem is, there isn't always aspirin around.

Bayer wants to change that by asking everyday heroes to step up.

The HeroSmiths campaign compels people everywhere to...

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