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Bayer’s Alexis Gossard & Lisa Perez Reveal the One A Day Brand Transformation at Marketecture Live
00:25:02
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- [00:01]
A
By now you've probably heard about marketecture Live. We put on two sold out events jam packed with the most insightful advertising content around. Speakers included Eric Seoufer, James Borrow from Universal Ads, Mark Grether from PayPal, Olivia Corey from Houzz, and of course me and the Mark Detector Group. Well this spring we're coming back bigger and better with a two day that's shaping up to be a must attend event. March 10th and 11th in New York. We're putting on the new tent pole event in collaboration with Adweek and TV Red and you absolutely need to be there. Early bird tickets are 25% off and qualified brands and agencies can be comped. Go to marketlive.com right now. That's marketecture live.com to get the early bird discount.
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B
This is a little bit of what I like to call how the sausage is made. Right? We're going to give you a pretty cool example starting from the very beginning of a brand challenge and how we then took that challenge, the work that was done and how we turn that into outcomes that really drove some incredible work from the media team. So I am Lisa, this is Alexis side note too we have in house media buying and activation within band which makes this even more exciting and you'll see how it's a difference maker bringing the strategy early in on developing the outcomes and getting to the work. So this is about a brand that is very near and dear to my heart which is one a day took for granted that OAD was clear. But Wanadai brand, hopefully you are familiar with it. It is the number one multivitamin brand in the US and it's been around forever, right? It's been around I think over 80 years. So what a challenge we might have. If you think about the space of wellness, it's really moving fast. DTC and small brands are coming in by the minute and so really difficult for a large brand to keep pace with that. And so we did have a lot of challenges that we've uncovered with the business. The good news is the brand awareness is high, right? I saw a lot of you shake your head. Of course I'm familiar with one a day either my mom took it, I take it. Hopefully you're giving it to your kids because we have a new product launch so get on that. But our salience is low and for those who may not be familiar with salience, how sticky, how top of mind are we. So in a really cluttered environment we lost that brand salience. A bit of that was because of differentiation. Right. Our messaging strategy was kind of all over the place and inconsistent as we try to keep up and figure what's this brand about? The other thing is we moved to a lot of lower funnel media because that's what we. It made sense at the time and it's that whole long and short game. So maybe we over rotated and didn't get to get that top of mind awareness which is important for a large brand. The other challenge for this is the audience is really broad. What makes this brand great is that we have a product for everybody. Well, that makes this brand difficult to market if we're marketing to everybody when people want to be marketed specifically. But you'll hear how we're really taking on that challenge. And again, we are number one and I continue to be proud about that. But we're declining and so that's a real challenge. And so what did we do? I'm not going to geek out too much on marketing because I know that might lose some because this isn't necessarily what we're here for. But this is a little bit of peek behind the curtain on what we call brand fundamental fundamentals. Right. What are all those things that make a brand really special that you really want to hold strong to that define your brand and help drive those strategies? And so if you go around kind of, we call it a hive, but you have pyramids. You may have seen things of this in any client you work with, but you start with the brand insight, right. What is the brand looking to solve? Who are we talking to? And then you move into your point. We call it the pods, the points of difference. These are really important. I think they can inspire a lot. As you think about the media plan and activation, that's the piece that needs to become even more salient. Right. What makes us special? Why would you buy one a day? And so we look at it through three lenses, which is functional, experiential and emotional. And those really helped us unearth what was so special about this brand. And we really, like I said, we went back to our roots, we tried to keep up with culture and we had a hive that changed every year because that's what we thought mattered. But what really mattered and when we talked to consumers is they always said, this is the brand for me. Right. You always have something, whether it's for under 50 or when I'm pregnant and I need a prenatal, I feel that this brand is for me. And so we really leaned into that with our brand essence. This is the most kind of guiding principle we land on, which is made for you, for life and so that we can travel with you throughout all of your vitamin needs. And our character, that becomes really important as you think about how are we going to stand out in the social environment, how are we going to make this brand come to life is really our character and our tone of voice. So this is a little bit of a look of before and after. And honestly, this looks too pretty, if I'm being frank. I gave it to my design agency. I'm like, you could be bad. So the one with the. I don't know what side it's on, but with the halo in the back, God's rays, that is the before. And what you'll see is we were rooted a lot in science. Maybe a generic message around just a complete multivitamin. Right. We weren't leaning into what made us special. And if I was to play anything, if these were animated, you wouldn't hear a tone of voice that even stood out. Right. It was wallpaper and it was really inconsistent over time. And so this new brand identity and whole visual ID bringing that hive to life. You can see how when you have a brand essence, how it shows up. This is the one for you. A logo, that streamlined packaging that stands out as cohesive at shelf, easier to shop. Right. Making it for the one for you. If you went back and you saw that pod, the experience we want to give people is simplicity.
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A
Right.
- [06:31]
B
We want to make it easy for them to choose. So packaging and really leveraging some of those brand assets. So this is new. Hopefully as you're shopping your local stores and buying one a day, you're seeing this phase through the shelf. If you're watching Sunday night Football, you're likely seeing our women's spot. Sorry if I got ahead of myself, but this is really what we needed to help with. So if I I'm going to pass over Alexis. But really the outcome that we needed to do and that we're on a mission is twofold. One, we really need to build back the brand equity against those guiding principles that you saw. That's the long game. And of course, as a marketer who owns a P and L, the short game is we need to get sales as fast as humanly possible so that we can turn around that declining brand story. So I'll pass it over to Alexis to talk a little bit about how we made that happen.
- [07:23]
C
Awesome. So a little bit more about the evolution of the process. So one really cool thing about being part of an in house media Team is I get to sit in, even though my technical title is media Strategy. I sit in on meetings about financial forecasting, commercial strategy, promotion retailer, you name it, I'm part of the conversation. And why I think that's really important is a you can bring ideas to the table that are outside of your roles and responsibilities. But number two, you're part of the decision making core that was part of this whole process. So it's been a long and windy journey of about 10 months, probably going back to our roots and really re establishing these brand fundamentals. And I think why it worked so well is that there was a defined cross functional group of stakeholders who could be part of the process and own the decisions and be accountable for them. And we all knew we could recite that brand hive and we all knew exactly what the brand was trying to stand for and what we needed to do differently. And it came down to making sure that the creative brief, every time we write a brief, it has to ladder back to that strategy, but also it has to go back to Made for you for life. So before where we had one creative brief for one a day, we now have a creative brief for every single one of our core business lines. And I think that that's different because if you're a woman under 50 or you're a woman who's trying to get pregnant, or you're a man over 50, how you experience life and the things you're looking to relate to are probably a little bit different. And so the last part is about optimizing the media strategy. So being part of this whole brand change was really, really exciting and I feel so fortunate that I got to be a part of it. The big exciting news is starting now. This just went live basically at the beginning of October. A whole new look and feel and it'll kick off through 2026 and beyond. If you go to the next slide. It's a lot of words, you don't have to read them, but I wanted to make sure these are kind of the evolution of the changes that are happening. As we unfolded, a lot of different pieces came to the table. So we have an internal consumer insights team, we have a Rob Enterprise analytics team and tons of nuggets of data like literally ad nauseam are being thrown at us all the time. And how do we figure out how to distill that information into a way that can really impact a media plan? And so from all of these, we did a ton of focus groups where we went into people's homes and either they're shopping for us or I think someone earlier spoke about, you know, pharma brands who like to competitive conquest. That is something we also like to do even though we're consumer health. But why are they shopping a different brand? Why are they making that choice? Or why are they choosing us? Or why are they not buying vitamins at all? By the way, buy your vitamins if you don't. So we really tried to take those insights and apply them to parts of the media plan. So beginning now, we've made a ton of changes to the strategy. So number one is about mass awareness. Of course it was kind of funny. Lisa and I were like, we're so excited. There were panels on TV because as a big brand, video is still a massive part of our strategy. But it's not just because it's a mass awareness vehicle, which it definitely is. And obviously you need it as part of your plan when you're in, what is it, 97% of households in the multivitamin category, but also because you can be more specific. So to the example Lisa was just mentioning, we decided to pivot some of our CTV dollars recently to partake in Peacock's Sunday Night Football experience. And so why did we choose that? We saw that we do measure outcomes, of course, and we saw that we were having declining challenges within that space and we were like, let's look at data to support a decision. And what we found is that our shoppers are over indexing for football, both college and NFL. And so why not take our brand new look to a place that's both more quality, right, where you have tons of viewers streaming, but also make sure that you're optimizing the creative and it fits for that environment and who's watching. So I also found it fascinating that Sunday Night Football is almost, it's not a 5050 split, but it is. A lot of women, a lot of women watch it. So we have a women's spot running for our women's products. But 42% of the NFL on Sunday is actually women. Additionally, we used to have only two business lines supported. So this year up until now we've been only supporting our under 50 business and our kids, which just recently launched. But as we move forward, there is a very pragmatic plan in place to support four business lines, our over 50 business to accelerate the growth we have there, our under 50 business where we really need to work on bringing making people stay with our brand and kids as well as prenatal, prenatal, where we are a top contender in that Space and measuring success, of course, is a huge thing. So making sure that across the board we're really looking at different ways to identify how are we knowing if the plan is working and that can be on a softer metric side. But more importantly, we're doing a ton of work internally around our KPI measures and making sure that everything we do is really laddering back to new to brand. So Bayer Consumer Health's mission as a company is the road to billions. So we want to be in more households across the country. And so there is a whole team of people, some sitting in the front row, who are literally tasked with how do we make sure that every single outcome on the media plan is actually tied back to new to brands. And we're looking at that across all of our different channels to understand where we can get the most household penetration growth. Additionally, we've advanced our targeting. So while yes, competitive conquesting and category targeting is still important to us, we're also looking at growth audiences and tapping into AI. I know everyone loves when people drop AI, but we actually are using AI. Thanks to our friends over at Chalice, we're running some really awesome pilots across a few of our different channels to help with new to brand optimization, which is really exciting. And lastly we're geo clustering which is like, I feel like back in the day it was a huge thing and guess what, it's back again. Because it turns out if you can try to kind of put fuel on the fire, you can actually start to turn around parts of the business. So we are utilizing this strategy programmatically and we are seeing results which is really exciting. We clustered specific geos based on a bunch of different information around CDI and bdi. That's Category Development Index, Brand Development Index, as well as the adult Multivitamin Sales by state. And basically someone in enterprise analytics took a bunch of that, told me what to do with it and we're doing a geo clustering strategy that's helping to drive incremental sales in those specific markets. So day by day, brick by brick, we are going to turn around the business and we're doing it as we speak.
- [14:49]
B
I think the other cool thing about the targeting is yes, we need to get into new households and we need to keep our current with the new change. Right? Consumer behavior is funny. You change the littlest thing on a package and they can't comprehend. And so I love too that part of the media mix too is ensuring that we move existing customers along. Retail media helps with that to inspect store as they're kind of seeing the new stuff at shelf. It's a very robust plan that also balances the need to bring in new but also keep current totally.
- [15:23]
C
And then lastly, I loved on the last panel how she said she wished she could have a six month test. But it's true that brand marketers have no patience, very impatient talking about Lisa and all others like her. So unfortunately. But we are testing and we are learning and that's the exciting thing. So we actually have made channel strategy shifts at the same time as all of this package strategy. So when we got insights in whether that was from media consumption behavior or insights, we're taking those learnings and we're testing into new channels to see if that'll help with bringing in incrementality. So there you go. This is an example of one of our social assets that supports our TV spot which you're gonna see next. But there was a previous panel as well talking about kind of how both social and video channels kind of need to work together. And I think that that's something we've, it took us a while to evolve as a heritage brand. And with this most recent campaign we're trying to make sure that as I like to call it, there's a red thread between each of the channels, but also that they are fit for channel at the same time. So we're going to show you our new 15 second spot which is our women's equity spot for our women's under 50. So hopefully you've seen it and if you're not, tune in to some type of video because we're running a lot of reach with reach and recency. So without further ado, you can click.
- [16:51]
B
I think what is great is I don't know who was up here earlier where they said it would be great if we were bringing some of the social assets and putting them on tv. And we're not there yet. As you can see, this is a pretty traditional TV spot. Tested and spent a lot of money on it. And it serves a role, right? It serves a role in the entire mix. And it's not the number one role, it's the complimentary role. It's the mass awareness. And so what you won't see from one a day is this, you know, cut down to a six, right? You're going to see custom six. We have a very robust organic strategy and when we hit kind of that magic, we move it to paid. So I do think for large brands and a company like Bear, I'm quite impressed at how we've Become more nimble. But we still have a little bit of that. Make sure it's green testing in metrics lab before it goes on video. But there's great early results, right?
- [17:49]
C
Yeah. So this is only a couple weeks in, but these social assets where we're using the same actress, so it was really awesome. Our creative agency, which is Vayner, came to the TV shoot and they got behind the scenes, more fit for channel social assets that we can use, but again, tie nicely to our fully produced TV spot. And so far everything is above benchmark. We don't have any of our lift studies yet. We don't have our ROI yet because it's too new. But I wanted to show you one of the top performing and then also tell you one little funny nugget about it. Go ahead. So here's how you don't know what's going to work in social. Did you notice that the background there was like, nothing. It's like her typing and then there's just people talking. That was like, I hated this. When I saw this the first time, I was like, we're not. We're not. No. What. What is that noise? And they were like, no, this is how we're going to run it. Because it kind of just sounds like what she's really doing. It's more authentic. She's typing and there's people in her house and this is more relatable. And even though I am personally a mom myself, I was like, I expected there to be like, music or something that would just be a little bit more polished, but they insisted that we run it and now it's the top performing asset. So sometimes you just don't know what's going to work well in social. And that goes back to testing it out. And if it is terrible, you can always pause it. So luckily we did test and it is working and so far results are great. So hopefully we keep the momentum.
- [19:21]
B
Okay, so last slide before we kind of move on to some Q and A, but just a little bit of. So, like, what's next? And I think Alexis did a great job talking about how we're going to be targeting different audiences. And so it's really cool as we think about having, you know, fit for platform, fit for audience content, you'll start to see some more things for 50 plus in Q1 against channels that matter to them. Right. So you see different channels across these prenatal. We're not putting that on. Right. That doesn't make sense. But this is where social. What you don't see here is healthcare professional Kols, right? Really getting that endorsement strategy and then being out of home. I don't know who came through Penn Station today, but two of the beloved Behr brands have absolutely taken over. So if you didn't learn about Miralax or Aleve, shame on you because it was literally everywhere. Talking about poop and pain. So out of home is really exciting. Another way to just reach people in very relevant places. And as we look to make that salience and that brand equity for one, a day at a home, you know, really bringing in a lot more activities and then tying into tent poles, we know for this category, new year, new you, you're probably already thinking about that resolution that you won't get two weeks into. But you know, you're thinking about it. Back to school, fall restock. Those also create really great moments to tie in with our retailers and make that kind of media mix work harder for us. So that's our show. That's the sausage making and a little bit of the outcomes. But happy to. We have 4 minutes and 22 seconds as per. If anybody has any questions, happy to take those. I see a hand over there already.
- [21:05]
C
Hi, I'm just curious.
- [21:07]
B
So I think with.
- [21:11]
D
You'Re getting data almost daily, real time. Thank you. And you have the opportunity to update your insights very quickly. But sometimes we see marketers lean a little too much into that urge and then they're rearranging their hive on a whim. How do you make that? What's the litmus test for you of this is just a trend that we're sort of seeing and it's not correlated versus this is something we need, like the Sunday Night Football. This is something we need to take very seriously and implement into our plans.
- [21:48]
B
Maybe I'll take it quick just from the brand perspective. And then I would love to hear, I mean, again, there's a lot about the long game and there's a lot about being clear on KPIs. And so if we had a KPI that was like, hey, we want to be learning insights and adapting every six months. Maybe that's right. But I think knowing what our KPI is, it's always art and science. And I loved your comment around changing the. That was the. That was the trap. I think some marketers get into. Like, oh my gosh, all of a sudden everybody's doing X and our brand stands for Y. We should change our brand. Well, maybe we should change our channel. Maybe we should rethink about our audience. Maybe we shouldn't care. And we need to just, you know, keep our heads down. So I think being really aligned up front on what matters, what KPIs. But I also think you've got to be courageous to pivot if you need to. And I think Alexis has brought some really amazing things to us that I'm like, oh, my gosh, yes, yes, we should be in cinema. We weren't planning on cinema. It makes total sense be in cinema. So if you want to share maybe some insights from your side.
- [22:43]
C
Yeah, I mean, I always am trying to talk people off the edge. I'm like, give it a minute, you know. But I think in reality too, you know, for us, a lot of the KPIs that we look at are not. We're not really looking at in platform KPIs too much because we don't sell directly. We're not. So that's kind of the part that gets us in a little bit of a conundrum. If we use like an MTA roi, you know, we're getting that monthly, maybe quarterly. So we try to let it kind of marinate for that amount of time. But if a really great thing crosses your desk like that did I was like, I think I want to fund this. How do I do it? And then you kind of look within your media plan to say what could use some optimization and, you know, kind of meander your way through how to fund it. So it's a little bit of both. I try to make sure everyone knows, like, let it, you know, kind of let it marinate. And then if, to her point, like, if you need to pivot or if there's a part of the business that all of a sudden really needs attention, then back to, I look where I can pull from to support that.
- [23:51]
E
So you mentioned for the new prenatal assets, you weren't running TV and ctv. And I'm curious because everyone's talking a lot about the ability to do hyper audience targeting on CTV and outcomes measurement. And so it seems like if that works, then that would be a good fit. But I'm curious why you chose not to or if you haven't seen success there.
- [24:12]
C
We haven't done that historically because we're like an upfront TV buyer. But I was thinking the same thing. I just don't know how that would fit into our overall upfront strategy. It's definitely something we'd. I'd be willing to consider for sure. It's not something we've done historically.
- [24:30]
B
Okay. I think I've been said we're done, we're done with questions. Hopefully you found this insightful. If there are further questions you can find us meandering over throughout the day. But I really appreciate you staying here and spending time with us. So I think we are all set. Right Jeremy, you coming up? All right, thank you.
- [25:05]
A
Thank you for listening to the marketecture podcast. New episodes come out every Friday and an insightful vendor interview is published each Monday. You can subscribe to our library of hundreds of executive interviews at marketecture tv. You can also sign up for free for our weekly newsletter with my original strategic insights on the week's news at News Market. And if you're feeling social, we operate a vibrant Slack community that you can apply to join@adtechgod.com.