PITTSBURGH, Jan. 19 /PRNewswire/ -- A dramatically new advertising
campaign from Bayer Corporation seeks to bring viewers to a new level of
understanding about the company and its positive impact on human life,
expanding the reputation of the Bayer corporate brand beyond its most
well-known product, Aspirin.
The campaign, which debuted on "Face the Nation" Sunday, January 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. We want to broaden its perception in the United States," said
Robert S. Walker, Director of Marketing Communications.
Siegel & Gale/NY conducted an extensive brand audit to help Bayer develop
a solid corporate brand positioning that not only expands its aspirin heritage
but can be embraced by all of Bayer's diverse business segments.
The brand positioning set the framework for a new corporate advertising
campaign from DDB Needham/NY. "DDB spent a great deal of energy creating a
very powerful and distinctive campaign for Bayer Corporation," said Walker.
Each execution 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.
"We are proud to be coming forward with such a simple, yet compelling
message that gets to the essence of what Bayer can mean to our target
audience," Walker said. "We are confident that our efforts, supported by both
of these fine agencies, will challenge people to think of Bayer in a whole new
light."
Bayer Corporation is a research-based company with major businesses in
health care and life sciences and chemicals. The company had 1997 sales of
$9.3 billion and employs more than 26,000 people. Bayer Corporation is
investing $9 billion in capital expenditures and research and development from
1995 through the year 2000; 1998 capital investment and R&D expenditures were
$1.7 billion. Bayer Corporation, with headquarters in Pittsburgh, is a member
of the worldwide Bayer Group, a $32 billion chemical and pharmaceutical
company based in Leverkusen, Germany.
SOURCE Bayer Corporation
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Related links:
http://www.BayerUS.com
Company News On-Call:
http://www.prnewswire.com/comp/092575.html or fax,
800-758-5804, ext. 092575
CONTACT:
Robert S. Walker of Bayer, 412-777-5666, or,
http://www.BayerUS.com
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