Bayer Aspirin, in the Super Bowl?
Most sports fans don’t know that their chance of having a heart attack more than doubles when they watch their team play a big game. So, this year, during the biggest game of all, specially targeted Super Bowl commercials in Philadelphia and Kansas City provided the most vulnerable fans with statistics and tools to understand their risk. Thus kicking off a new tone, target and trajectory for Bayer Aspirin in the US.
Let’s rewind.
Due to new CDC guidelines, Bayer Aspirin needed to shift from talking to old people who’ve already had a heart event to talk to younger people who don’t know they’re at risk.
Who might that be? The seven-hundred-million sports fans that over index on nachos, wings, beer and just about every co-morbiditiy associated with heart disease. Also, it turns out that those heart pounding, edge of seat sports moments can actually have a very real and dangerous impact on your heart.
As “The Official Sponsor of Fans’ Hearts,” Bayer Aspirin will be an integral part of various sporting events throughout the year. The campaign will roll out in phases and includes targeted OOH, real fan stories, and media partnerships displaying fan heart data as well as highlight reels of “The most heart pounding moments” from your favorite games, brought to you by Bayer Aspirin.
Stay tuned…. and check your risk.
✎ Made at EnergyBBDO with Dan McCormack, Dane Canada & Josh Parmenter