Bayer ad campaign for Aleve focuses on "all day relief".
This article was originally published in The Tan Sheet
Executive Summary
ALEVE "REAL RELIEF IS ALL DAY RELIEF" AD CAMPAIGN includes recently initiated network TV spots and print advertising in April issues of consumer magazines. The ads constitute the first completely new campaign for Aleve since Bayer reassigned the analgesic brand to BBDO, Chicago, in early 1997. Bayer assumed marketing rights for Aleve at the end of 1996 under a joint venture with Roche ("The Tan Sheet" Sept. 23, 1996, p. 10). The product previously had been marketed by Procter & Gamble.
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