Client: Bayer Health Care
Entry: Bayer Aspirin Magic Heat Pack
Category: Trade show/ Conference Programs

Bayer Health Care were exhibiting at Auckland’s Pharmacy Expo 2004, re-launching the Bayer Aspirin Extra Strength, which had not been on the New Zealand market for 20 years - so they were keen to ensure pharmacists notice the product.

The Auckland show attracted 2500 pharmacy workers and buyers- all of whom were the target market.

The brief was to encourage traffic through Bayer Health’s stand and promote discussion about the new pack strength’s availability and reliability.

The Magic heat pack devised by August Dean Promotions was a clever way to do so - the pack activates heat instantly to offer spot pain relief which links with the message that the aspirin products is also a pain reliever.

As the product pack shot was printed on the item and a similar shape and size of the actual pack, it was extremely effective and useful brand reminder.

It certainly drew interest at the show Bayer HealthCare spokesman said that many visitors to the stand praised the design and product concept.

The client said...

"We required an inexpensive quality product, with a sufficient product branding and appeal to pharmacists visiting our stand". "The concept of using the real product packaging design and size, re-useable and instantly providing heat was just spot-on with the re-launch concept."

George O'Keele
Consumer Care Marketing Manager (2004)
Bayer Health Care