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Makers of Aleve® Debut New "Kris's Day" Campaign: Season Icon Conquers Pain to Save the Holidays in New Aleve Spot
Date:11/28/2011

MORRISTOWN, N.J., Nov. 28, 2011 /PRNewswire/ -- Up in the North Pole, Kris Kringle's workshop is a flurry of holiday preparation.  Santa is stretched to the very limit trying to get it all done in time.  Just when preparations are at their peak, and time is of the essence, Kris struggles with back pain, and the holiday is in jeopardy ... The start of a new holiday special?  No.  Rather, it is the evolution of the successful Aleve "Day's" campaign, which has generated double-digit sales growth for the brand since it was originally launched a year ago.  The "Kris's Day" spot continues Aleve's popular series of television commercials that demonstrate how body pain can affect the days of average Americans, and how discovering Aleve and taking fewer pills can have a positive impact on the course of their day.

(Logo: http://photos.prnewswire.com/prnh/20110908/NY63435LOGO)

The new "Kris's Day" spot, launched this month by Bayer HealthCare, is part of the lynchpin in a robust holiday marketing program involving an online sweepstakes, social media and advertising.  The television spot dramatizes Kris Kringle's struggle with back pain on the night before Christmas.  The image of Santa in pain, struggling to make all of his deliveries, is in direct contrast to how the Jolly Old St. Nicholas is usually portrayed.  The advertisement is filled with pathos and draws in viewers who relate to his need for all-day relief for occasional pain during the hectic holiday season.  Arthritis sufferers in particular may relate to the physical pain Santa suffers – from lifting to climbing – as he struggles to fulfill all of his obligations during the holidays.  The ad ends with Kris discovering how just two Aleve can help him get his work done with less pain, inspiring consumers to also discover pain-free holidays this year.  A print version of the ad showcases how just two Aleve have the strength to relieve Santa's pain all day long to help him deliver presents.

The campaign extends beyond television to engage consumers through social media.  Consumers can view a custom online Kris's Day video and share it with their friends via email or Facebook.  For each forward, Bayer will donate $5.00, up to a total of $30,000, to benefit the Arthritis Foundation.  Arthritis sufferers often struggle with body pain due to the physical demands of the holiday season, from cleaning, to cooking to shopping for gifts.  

In addition, consumers can enter the "Countdown to Holiday Cheer" sweepstakes for a chance to win 1 of 60 $250 VISA® gift cards.  Now through December 24, 2011, consumers can visit www.aleve.com/holiday to electronically enter for a chance to win a gift card.  Winners will be announced by February 12, 2012.  The campaign also carries into a print advertisement, showcasing how just two Aleve have the strength to relieve Kris Kringle's pain and keep him delivering presents all day long.  

"We're thankful that Bayer is joining in the holiday spirit and offering consumers a quick and easy way to get involved with a donation to the Arthritis Foundation, just by sharing the Aleve holiday message with others in their social group," said Deb Neuman, chief external relations officer with the Arthritis Foundation.  "The funding will be used to support the mission of the Arthritis Foundation.  To learn more about the Foundation's efforts to support the 50 million people living with the nation's leading cause of disability, visit arthritis.org."

"Bayer Consumer Care is proud to launch this modern holiday campaign showcasing the realities of body and arthritis pain," said Barton Warner, vice president, U.S. Marketing & New Business Development, Bayer HealthCare LLC, Consumer Care division.  "We hope that consumers across the country will share the video and trigger donations to the Arthritis Foundation, our long-time partner, to help arthritis-sufferers live more active and less painful lives."

The national multimedia campaign includes a 30 second advertisement, featured in national media on networks, cable and syndication.  The print advertisement is featured in select national publications, such as Prevention, National Geographic and People magazine.  The various components are live now through January 1, 2012.  For more information on the sweepstakes and Bayer's charitable contribution, please visit www.aleve.com/holiday.

No Purchase Necessary to enter or win.  A purchase will not increase your chances of winning.  To enter, visit http://www.aleve.com/holiday.  Sweepstakes ends 12/24/11.  Two (2) Prize Winners for each day of the Sweepstakes Period will each win a $250.00 Visa Gift Card, for a total of 60 Gift Cards.  Total Value of All Prizes - $15,000.00.  Open to legal U.S. residents 18 years of age or older (19 in AL and NE, 21 in MS).  Void where prohibited, restricted, or taxed by law.  For complete rules, go to www.aleve.com/holiday.

About the Arthritis FoundationStriking one in every five adults and 300,000 children, arthritis is the nation's leading cause of disability.  The Arthritis Foundation (www.arthritis.org) is committed to raising awareness and reducing the impact of the serious, painful and unacceptable disease, which can severely damage joints and rob people of living life to its fullest.  The Foundation funds life-changing research that has restored mobility in patients for more than six decades; fights for health care policies that improve the lives of the millions who live with arthritis; and partners with families to provide empowering programs and information.

About Bayer HealthCare's Consumer Care DivisionThe Consumer Care division of Bayer HealthCare, is headquartered in Morristown, N.J.  Bayer's Consumer Care division is among the largest marketers of over-the-counter medications and nutritional supplements in the world.  Some of the most trusted and recognizable brands in the world today come from the Bayer portfolio of products.  These include Bayer® Aspirin, ALEVE®, Alka-Seltzer Plus®, Bactine®, RID®, Phillips'® Milk of Magnesia, Midol®, Alka-Seltzer®, One A Day® vitamins, and Flintstones™ vitamins in the United States, and, globally, Flanax®/Apronax®, Talcid®, Rennie®, Canesten®, Bepanthen®, Bepanthol®, Supradyn®, Redoxon®, Berocca®, Cal-D-Vita/Elevit®, Vital 50 Plus®, and CardioAspirin®. Media Contact(s):Katrina Cabrera

Anne CoileyEnergy BBDO

Bayer HealthCare(312) 841-1330

(973) 254-4607katrina.cabrera@energybbdo.com

anne.coiley@bayer.com
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SOURCE Bayer HealthCare
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