Bayer Healthcare – One-A-Day Teen Advantage For Him & Her
Background
Bayer wanted to build on the success of its One-A-Day brand by introducing a multivitamin for teen boys and girls.
Assessment
The primary purchasers are mothers who are concerned for their own health and also want to encourage the best health for their kids. The secondary target is the teenagers themselves, who lead busy, active lives — both socially and physically through sports. Teenagers (12-15 years) are at an age where they have a strong sense of themselves and clearly express this through their likes and dislikes. They are also concerned about being healthy ”right now” and believe that health is an important part of how they live on a daily basis.
Solution
Swerve created a premium sub-brand for One-A-Day that delivered the brand reassurance to Moms, along with a graphic image that resonated with teens. Teen Advantage keyed into the competitive nature of teens, promising to give them an edge. Bold, striking color palettes were developed for the two variants, and silhouetted figures in motion helped to reinforce the multivitamin advantage.