At Marketecture Live, Alexis Gossard, Senior Manager of Media Strategy at Bayer, and Lisa Perez, General Manager for Pain/Cardio/Derm and Nutritionals, discuss the recent shift in strategy behind the One A Day brand. They outline how the team revisited brand fundamentals, updated the visual identity, refined audience-specific messaging, and adjusted the media approach across video, social, retail, and emerging channels. The conversation offers a clear look at the decision-making process, cross-functional collaboration, and early learnings from the brand’s updated direction.
Takeaways
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Bayer Consumer Health aims to reach more households.
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The mission is described as the road to billions.
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A dedicated team focuses on media outcomes.
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Every media plan outcome is linked to new brand initiatives.
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The strategy involves analyzing various channels for effectiveness.
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Household penetration is a key performance indicator.
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The company is committed to understanding market dynamics.
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Media planning is crucial for brand growth.
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The focus is on measurable outcomes in marketing.
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Bayer is leveraging data to inform its strategies.
Chapters
00:10 Opening & Brand Challenge
00:50 Brand Overview & Market Realities
01:06 Audience Complexity & Strategic Shift
03:06 Rebuilding the Brand Foundation
04:39 Visual Identity & Packaging Refresh
06:32 Cross-Functional Collaboration
08:45 Turning Insights Into Media Strategy
09:48 Awareness Strategy & Football Integration
13:23 Advanced Targeting, AI, and Geo-Clustering
18:38 What’s Next & Q&A Highlights
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