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

• Bayer Consumer Health aims to reach more households.

• The mission is described as the road to billions.

• A dedicated team focuses on media outcomes.

• Every media plan outcome is linked to new brand initiatives.

• The strategy involves analyzing various channels for effectiveness.

• Household penetration is a key performance indicator.

• The company is committed to understanding market dynamics.

• Media planning is crucial for brand growth.

• The focus is on measurable outcomes in marketing.

• 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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