Kantar Added Value's Cultural Insight team. See the world through our eyes.
Brand of the Week – Bayer
Our brand of the week is Bayer – their new campaign ‘HeroSmiths’ targets people with the last name Smith and invites them to become aspirin carriers to help those in need in case of a heart attack.Their aspirin key-chain is designed to be carried everywhere, and by identifying how many people someone is likely to interact with, they can easily effect great change through small acts.
It’s fascinating to see how a pharmaceutical brand is changing the traditional brand narrative to become a supportive, informational service that also empowers people to become life savers. At a time when the US health insurance industry is becoming increasingly fractured between those who can and can’t afford it, empowering ideas such as the HeroSmith campaign help to bridge the gap by equipping people with power through knowledge.