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Gen-Z, Millennial Opps: Bayer launches new Alka-Seltzer product, campaign amid spend increases (Score 24)

Coyne PR. Sellers, get in touch sooner rather than later to secure last-minute ad dollars.

So far this year, iSpot reports AS has spent approximately $7.1m on national TV commercials, almost 3x the approximately $2.6m spent within the same 2021 timeframe. The brand ended up spending approximately $15.5m on this channel last year, only around half of the approximately $23.5m spent in 2020. AS's 2022 commercials have targeted millennials watching shows such as CBS Evening News With Norah O'Donnell, NBC Nightly News With Lester Holt, The First 48, The Golden Girls and Castle.

Per Pathmatics, the brand has allocated roughly $534.4k toward digital ads YTD, more than 6x the roughly $82.7k spent by this point last year. AS's estimated full-year 2021 spend of $1.3m was down 38% from that of $2.1m in 2020. Since the beginning of 2022, the brand has earned ~54.6m digital impressions via Facebook (47%), desktop video/YouTube (41%), Instagram (8%), desktop display (2%) and mobile display (2%) ads.

Since this new product was designed for "younger" generations, AS seems to be targeting Gen-Z primarily and millennials secondarily. It's also utilizing TikTok and will likely work with additional influencers like T-Pain in the future. AS holds planning conversations in Q1 and buying conversations in Q4.

Agency & martech readers - The brand's parent company, Aleve brand. AS's relationships with Linqia, Twelvenote and Coyne are all relatively new, so Bayer may be open to additional brand-specific support for this new AS campaign. AS has worked with creative AOR Energy BBDO for a while.