BAYER

Elevating Bayer’s Nutritional Portfolio

Overview

Guided by their mission: Science for a Better Life, Bayer is dedicated to improving the quality of life by not only alleviating or curing diseases, but also by facilitating better health. This starts with nutrition—the process of providing or obtaining the food necessary for health and growth.

According to the World Health Organization, the world continues to face great challenges in malnutrition. One in three people are directly affected by vitamin and mineral deficiencies which can also have significant implications in the long-term. Supplements, however, play an important role in maintaining balanced daily nutrition for immediate, near and future health benefits.

Our goal is to apply brand thinking to change the perception of Bayer’s nutritional portfolio of products from being supplemental to an essential part of people’s daily rituals.

What we did

Brand audit through extensive cultural, analogous, business, and historical research to help Bayer view the category and audience from different perspectives
Audience analysis by examining and understanding the key motivations of our defined audience to help Bayer understand people’s varied needs
Portfolio positioning that expresses the ability of Bayer’s nutritional portfolio to communicate advocacy for customers’ long-term wellbeing
Innovation roadmap to create a holistic forward-thinking approach utilizing the step, stretch, leap framework to ensure short and long-term results
Actionable ideas that execute the brand positioning to unite the ecosystem of Bayer’s nutritional portfolio

Project opportunity

Nutrition is part of a person’s life from birth and everyone has a different set of nutritional needs that are unique to them. Bayer has the ability to play a larger, more meaningful role in people’s health starting with their relationship with nutrition—to help people understand at earlier stages in their lives that nutrients are essential, not optional. Bayer can provide tools and educational awareness to help people modify habits and routines in order to maintain long-term well-being.

As a leader in the pharmaceutical arena, Bayer can become the foremost advocate in sustaining health optimization by elevating its current nutritional portfolio. This will allow Bayer to build a narrative through every stage of people’s lives, establish a deeper connection with its audience, and improve their understanding of optimal health.

Audience opportunity

Recognizing the functional and emotional needs of our audience is essential to resolving solutions for and with them. Bayer will play a vital role by identifying the different drivers and obstacles people experience throughout the course of their lives.

Project approach

PHASE 1: Discovery + Exploration

Information Gathering, Research & Materials Review: Immersing ourselves in the review of Bayer’s business, category, and competition

PHASE 2: Insights + Implications

Investigation and Learning: Testing hypotheses developed during the discovery process to surface brand relevant ideas and language. The outcome will be a psychographic definition and analysis of relevant audiences as well as brand positioning tools for the portfolio

PHASE 3: Translation + Action

Translating to Motivation, Engagement, Meaning, and Sustainability: Leveraging the learning garnered throughout our work together to develop actionable ideas to bring the brand strategy to life and ultimately defining the reward and recognition mechanisms for behavior change to deliver ideas for engagement with the audience

What you’ll see below

The cultural audit that explores one of the five lenses. The complete project can be shared upon request.