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In Brief: Bayer aspirin pushes 100

This article was originally published in The Tan Sheet

Executive Summary

Bayer aspirin pushes 100: Full-page free-standing insert featuring Bayer aspirin to run in October newspapers nationwide as part of the company's "celebration" of the 100-year anniversary of Bayer chemist Felix Hoffmann's development of acetylsalicylic acid, the active ingredient in aspirin. Other planned consumer promos stressing Bayer's pain relief and cardiovascular prevention benefits include a $100,000 sweepstakes slated for the fall, overlays and taglines of the "100 year" logo on existing print and TV advertising and placement of the logo on NASCAR racing driver Terry Labonte's car in a number of races later this year. Bayer has allocated $50 mil. for media spending in 1997...

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