Bayer has appointed 303 MullenLowe as its new agency of record for its Nutritionals Consumer Health business in Australia. To kick off the new partnership, 303 MullenLowe has been tasked with transitioning the positioning of Bayer’s multivitamin brand – Berocca – from a product that gets people through the day, to one that helps them make the most of the moments within it.
Mark Sargent, general manager, consumer health at Bayer ANZ said, “Through our recent pitch process, 303 MullenLowe demonstrated a strong capability to harness data, technology, strategy and creativity to deliver on our brief. Our Consumer Health business is increasingly moving towards a digital first approach and our new partnership with 303 MullenLowe will help us to achieve this.”
The business was awarded after a competitive pitch between multiple agencies, applying a new model of pitching – the pitch in a day. This saw agencies briefed in the morning with strategy workshops and delivery of a creative campaign concept in the afternoon of the same day.
Nicky Dolman, head of nutritionals and digestive health added: “From the start, it felt like a good cultural fit with 303 MullenLowe. They’re a great team with a clear understanding of the requirements of our brands and vision for Berocca.”
Joanna Gray, managing director at 303 MullenLowe, commented: “We honestly couldn’t be more excited to work with the team at Bayer. They’re smart, passionate clients who are wholeheartedly aligned with us in building an outstanding partnership. Our first job is to reinvigorate the iconic Berocca brand and bring that to market in a fresh, modern way. Congratulations to everyone involved in this successful pitch.”
303 MullenLowe is working with the Bayer team to develop and launch the new Berocca campaign in the coming months.
