Bayer’s Aspirin: The right antidote


A global increase in private label analgesics was giving Bayer’s Aspirin brand a big headache.

To shore-up slipping market share, Aspirin needed a brand refresh and a stronger link to consumers, pharmacists, and doctors.

But Aspirin’s valuable icon status put a brand refresh at odds with maintaining the brand’s heritage.

Armed with new, detailed segmentation and consumer research the team have determined that Aspirin needed to better match specific consumers with ideal products. It also had to celebrate its heritage and add value to outshine the competition.

The new system design with evolved image and identity elements is currently being rolled-out internationally.

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