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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
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SOURCE Bayer HealthCare
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