Once sleepy giant roars back; Pharmaceutical one-on-one: `Letting brands do what they do best,' Bayer spends freely to get message across to mass market.

Advertising Age,  October, 2000  by Goetzl, David

Tags: aspirin, Bayer AG, brand

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Bayer consumer Care's VP-Marketing Jay Kolpon oversees the marketing of a slew of American medicine chest staples, ranging from Bayer aspirin to Alka-Seltzer to Phillips' Milk of Magnesia. He says strong advertising accounts for much of the success of these brands. He underscores the importance of prime-time TV as an ad vehicle in an interview with Advertising Age reporter David Goetzl.

Advertising Age: What is the general state of Bayer Consumer Care. You're 5 years old now? Jay Kolpon: We've put ourselves firmly on the map and are a force to be reckoned with. We've grown share in ...

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