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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