1. ANACINCompetitive Analysis
Jennie Ericsson | AP2 | Fall 12

2. OVERVIEW
Source: http://voices.yahoo.com/aspirin-acetaminophen-ibuprofen-differences-3709726.html?cat=71 | Drug store news. ”top 10 OTC/pain relief brands/tablets”. Mintel June 2006. Academy Of Art. San Francisco, CA. 22 Sep 2012
Top OTC / Pain Relief Brands
Private Label
Advil
Tylenol
Aleve
Bayer

3. BAYER / OVERVIEW
Aspirin - Bayer’s most sold pain relief medication
Trademarked - Aspirin TR
Microsites - Bayer has several branded microsites
$546.7 million
Spend on U.S. advertising in 2010

4. BAYER ASPIRIN / MEDIA TACTICS
I am ProHeart
Bayer launched their “I am ProHeart” campaign in 2012 due to growing awareness that
Aspirin can reduce the risk of cancer, heart attack and stroke. The campaign was
launched with a tv commercial, print ads, branded microsites and social media. Today the
campaign still lives on their microsite and on Facebook.

5. BAYER ASPIRIN / POSITIONING
I am ProHeart
Wonderdrug: community for healthy living, where the target can share survivor stories.
Aging baby boomers: and their families.

6. BAYER ASPIRIN / MEDIA TACTICS
Pain Relief
With help from MLB (Major League Baseball) Bayer pain relief medication is challenging anyone
who hesitates taking an aspirin for pain relief. The idea of the challenge (which lives on a
microsite) is to share your experience with Aspirin, and at the same time MLB will donate a
dollar to American Red Cross.
http://www.drugstorenews.com/article/bayer-returning-pain-relief-heritage-bayer-aspirin-fast-relief-challenge
TV
Print
Microsite
Banner & Drop down

7. Get back in the game: Bayer Aspirin helps you do what you love to do
Younger demographic: Those who live an active lifestyle and need a fast treatment when injured.
BAYER ASPIRIN / POSITIONING
Pain Relief

8. Bayer recently launch an OTC migraine relief medication.
BAYER ASPIRIN / ADDITIONAL
New Market

9. IMPLICATIONS
Consider focusing on one target and connect with
them in a meaningful way.

10. ADVIL / MEDIA TACTICS
80 million
Media spending (2009)
Local publications

11. ADVIL / POSITIONING
Take action, take Advil: The media strategy is focusing on how Advil can play a role in your
every day life.

12. IMPLICATIONS
Let’s consider a way for Anacin to be more
digitally connected

13. TYLENOL / MEDIA TACTICS
http://www.adweek.com/news/advertising-branding/excedrin-and-tylenol-suffer-recall-headache-143298
3.5 million
Spend on Ads during 2011
Tv
Print
Youtube
Banner
Outdoor

14. TYLENOL / POSITIONING
Informative and educational: Take your pill right
Parents: Primary moms

15. TYLENOL / ADDITIONAL
After several product recalls and plant shutdowns, Tylenol has had a rough couple of years.
In addition, they have continued to lose market share to other pain relief products such as
Bayer and Advil. This year, however, many products have been coming back to the store
shelves and Tylenol is expected to have all products back by the end of this year.
http://0-academic.mintel.com.library.academyart.edu/sinatra/oxygen_academic/search_results/show&/display/id=609809#hit1

16. IMPLICATION
Take advantage of Tylenol’s stumble.
Anacin has an opportunity to capitalize a new market
that feels let down.

17. BIGGER IMPLICATION
Let’s be the brand who knows digital
and is willing to have a conversation.
Let’s connect with moms and reassure
them that Anacin is right for their
needs and the needs of their family.
Let’s showcase our secret ingredient
and explain how caffeine can help
reduce pain faster
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18. THANK YOU
Jennie Ericsson | AP2 | Fall 12