BBDO Quarterly Highlights Issue #4 (December 16, 2014)

QUARTERLY HIGHLIGHTS ISSUE #4

IN THIS ISSUE Highlights of this issue cover a variety of consumer health trends such as first aid on demand, smart pill boxes, as well as other trends shaping the marketing industry over the past quarter, followed by an inspiring healthcare campaign from Belgium.

From how drones will soon give us first aid on demand to how smart pill boxes can track our pills, connect to our phones and report that information to our doctors, all highlights reveal that the OTC landscape continues to evolve rapidly. There is a huge opportunity for us to help consumers get better, healthier and focus on making our brands more meaningful and useful in the lives of consumers.

ABOUT QUARTERLY HIGHLIGHTS: Quarterly Highlights is a report, distributed by BBDO, presenting timely perspective on trends and observations relevant to Bayer Consumer Care.

Each report will summarize recent category developments from around the world, providing considerations for the business.

We are excited to share what we see is shaping the health and wellness landscape today and look forward to harnessing these opportunities to optimize our business choices in the future.

TABLE OF CONTENT

TECHNOLOGY ALLOWS FASTER ACCESS TO TREATMENT SMART PILL BOXES HELP ENSURE THAT MEDICATIONS ARE TAKEN PROPERLY BUSY MODERN LIFE LEAVES CONSUMERS SEEKING CONVENIENCE & SLOWDOWN FAMILY-RELATED COMMUNICATIONS SHIFT TOWARDS 21ST CENTURY OF STORYTELLING TODAY’S BRANDS ARE LIVING AND BREATHING THROUGH THEIR CORE VALUES COMPANIES WORK HARDER THAN EVER TO ENGAGE PEOPLE WITH THEIR APPS OTC BRANDS ARE RIDING THE VISUAL WAVE CAMPAIGN PICK OF THE QUARTER

TECHNOLOGY ALLOWS FASTER ACCESS TO TREATMENT WHAT’S HAPPENING? New technology is vital to every industry, but the healthcare industry thrives on it. Physicians need the technology that can make their jobs easier; and patients demand faster, more accurate access to treatment.

EXAMPLE(S):

AMBULANCE DRONE DELIVERS FIRST-AID SUPPLIES ON DEMAND

UBER PARTNERS WITH VACCINE FINDER TO DELIVER FREE FLU SHOTS

Belgian engineering graduate Alec Momont has designed and developed what he calls an “Ambulance Drone” – an Unmanned Aerial Vehicle outfitted with lifesaving technologies such as an Automated External Defibrillator (AED). The drone is capable of arriving at the scene of an emergency in a 12 square kilometer area within one minute, thus greatly decreasing emergency response time and positively impacting survival and recovery. The Ambulance Drone is equipped with two-way speakers and microphone so the people on the scene can communicate with and receive instructions from a knowledgeable operator once the drone has arrived. Momont is currently seeking funding in Europe to further develop and prototype the model.

As part of a pilot launch for Uber’s so-called UberHealth program, Uber partnered with Vaccine Finder to deliver flu prevention packs and shots to users on demand with a single touch of a button. The service was limited to just Boston, New York and Washington D.C. from 10 am until 3 pm EST on October 23, 2014, and could be requested from within the Uber app. Only one kit with shots for up to 10 people was provided per request. Upon arrival, users received the prevention pack and had the option to request a flu shot from a registered nurse at no cost. For every shot given, Uber donated $5 to the Red Cross to support vaccination efforts for children including its Measles & Rubella Initiative.

CONSIDERATIONS FOR BAYER: - - -

How might we leverage technology to support faster access to healthcare?

What if we were able to arrive at the scene of a heart attack? Any ways we could leverage location-based services and quickly get Aspirin Cardio to the scene of the heart attack?

Any ways we could optimize our online presence for mobile usage helping people get access to personalized treatment and/or medicine in a more timely manner? (e.g. Claritin, ASP)

SMART PILL BOXES HELP ENSURE THAT MEDICATIONS ARE TAKEN PROPERLY WHAT’S HAPPENING? Medication adherence is a huge problem, and it is one that seems solvable. People fail to take the pills prescribed to them for many reasons, but one of the biggest is forgetfulness, especially among elderly patients who take a lot of medication and can easily become confused. Fortunately, there are tons of clever pill box designs that are easily accessible and can help with a bad memory. And they don’t just remind you to take your pills; they can track whether you did take them, connect to your phone and report that information back to a doctor or caregiver.

EXAMPLE(S):

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SANOFI INTRODUCES THE GET WELL KIT, WHICH IS DESIGNED TO MINIMIZE MEDICATION ERRORS ON BEHALF OF THE PATIENT Offering a Get Well Kit and an iPhone case that goes with an app, Sanofi makes patients’ lives easier and helps them never miss their medication. The idea behind is quite simple, namely that, nowadays it’s increasingly harder for people to remember everything they need, and that also applies to important issues such as health. Although there are pill organizers supposed to reduce medication errors on the patient’s side, people are human, therefore they do sometimes forget. The case has 7 sections, each with a different color. The user must place different pills in different section, name each section by pill, add its description and customize their required daily dosage.

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MEMO BOX PREDICTS WHEN YOU’VE FORGOTTEN YOUR PILLS A pair of Cambridge University students have taken the crowdfunding route – through Kickstarter – to try and commercialize a smart pill box. The pill box links with the owner’s smartphone so that usage can be monitored. Memo Box tracks the times when it is opened and uses that data to feed a learning algorithm so it can determine, or even predict, whether the owner has missed a dose and remind them via alert. It also features a button that, when pressed, will display the next pills the user is scheduled to take within the companion app. The Memo Box starts at £25 to early Kickstarter backers, with an estimated shipping schedule of next May, assuming funding goals are met.

CONSIDERATIONS FOR BAYER: - -

How might we use these types of innovative tools to help consumers organize their daily medicine and follow their daily regimen? Any ways we could remind consumers to take their One A Day vitamin or Claritin allergy medicine every day? If not smart pill boxes, what about connected pill bottle caps or other reminder services / apps?

Any ways we could enhance our relationship with mobile health players to gain further insight into certain behavior drivers and opportunities for us?

BUSY MODERN LIFE LEAVES CONSUMERS SEEKING CONVENIENCE & SLOWDOWN WHAT’S HAPPENING? Modern life is busy and with an increasingly complex interconnected world consumers seek whatever’s the simplest, easiest, fastest and closest. In fact, 49% of global consumers say that they rely heavily on products/services that help them save time. For brands, the opportunity is to capitalize on convenience by offering fast, all-in-one or on-the-go formats. And also to highlight a brand’s role in offering the more powerful driver to spend – “me time”, in which one can relax and enjoy moments of peace and relaxation.

EXAMPLE(S):

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PEPTOCOPTER PROVIDES FAST RELIEF FROM HEARTBURN Recent Pepto-Bismol communications showcase people eating some food and feeling uneasy. Regardless of how much they eat and/or how uneasy they feel, they have no fear because the Peptocopter gets there fast to help settle their stomach. The TV spots have audio in the background with matching lyrics: “Peptocopter! When chili dogs start to rumble below, it stops your stomach from being a weirdo so you can be a backyard hero!”

VICKS DAYQUIL & NYQUIL: MOMS & DADS CAN’T TAKE SICK DAYS; THEY NEED TO TAKE ALL-DAY & ALL-NIGHT RELIEF TO POWER THROUGH THEIR DAY MOMS (:15) – October 2014

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DADS (:15) – October 2014

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TYLENOL PM RETURNS TO SHELF AND CELEBRATES BETTER SLEEP FOR A BETTER YOU

After being unavailable due to product recalls, Tylenol PM is back on store shelves. While Tylenol PM was the top nighttime pain reliever used by headache and pain reliever users, sales declined almost 100% for the 52 weeks ending Nov 3, 2013, because it was removed from store shelves, and sales of OTC sleep aids increased. Now that Tylenol PM is back on store shelves the sales of OTC analgesics with a nighttime pain reliever could turn around. To promote Tylenol PM, the brand released in December 2014 a new :30 TV spot, which dramatizes the effects of not getting a good night’s sleep and refers to Tylenol PM as delivering a better night so you are a better you all day. Putting our LMR hat on, we would question how they could claim “a better you”.

CONSIDERATIONS FOR BAYER: -!

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What are some of the distinct product benefits we offer that promote convenience in consumers’ lives? (e.g. White & Black day & night dual relief, Afrin instant 12-hour relief) Any ways we could further enhance Aleve PM’s role as a facilitator for moments of peace and relaxation? (e.g. Aleve PM Sleep Kit with other products/services that support better sleep) Any ways we could take advantage of digital tools and technologies to further enhance convenience in consumers’ lives? (e.g. Aleve PM Sleep Tracker, Claritin Allergy Forecast)

FAMILY-RELATED COMMUNICATIONS SHIFT TOWARDS 21ST CENTURY OF STORYTELLING WHAT’S HAPPENING? In an effort to remain relevant, certain brands are gradually shifting from a conventional depiction of family moments towards a more realistic, contemporary way of storytelling both on a content level (showing the diversity in today’s families and their changing roles) and executional level (less artificial studio settings).

EXAMPLE(S):

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TYLENOL CELEBRATES WHAT MATTERS MOST WITH ASIAN, LESBIAN AND AFRICAN-AMERICAN FAMILIES AROUND TABLE In recognition of 60 years of supporting families, the makers of TYLENOL are recreating Norman Rockwell’s Freedom from Want – an iconic symbol of how families come together for the holidays– to reflect the unique holiday traditions of the 2014 family through the “For What Matters Most” TV spot. In modernizing Rockwell’s familiar painting, TYLENOL is proud to celebrate the evolution of the family portrait, while recognizing that the heart of the holiday season – its ability to bring loved ones together to create memories – is still as vital now as it was in the 1940s. What is interesting is that the campaign draws attention to a Japanese family, an African-American family headed by a grandmother with a pierced eyebrow, and a blended family that includes a lesbian couple.

Johnson’s Baby’s “Life Is Reborn” campaign doesn’t only focus on the conventional bonding moments between the mom and the baby, but it also zooms into the dad, whose role in parenting has been gaining significant importance over the past years.

FOR MOMS AND HALLMARK, RELATIONSHIPS MATTER

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In partnership with Communispace, Hallmark embraces the power of relationships to reveal the individual diversity of Millennial moms and inspire authentic, relevant connections with brands, products, and services.

CONSIDERATIONS FOR BAYER: -!

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How might we adjust our brands’ innovation and marketing efforts to meet the changing life stage and need states of today’s consumers? (e.g. dual Flintstones Vitamin packages for divorcing families) Any ways we could reflect our understanding of these changing dynamics to our communication initiatives and get more real and relevant to today?

Tylenol seems to have tried depicting the diversity of modern families, but in a year where other brands have done so with more gusto and commitment (e.g. Honeymaid “This is Wholesome”, Cheerios #HowToDad; Johnson’s Baby “Life is Reborn”) we are not sure if Tylenol work will be engaging enough to provoke conversation among consumers.

TODAY’S BRANDS ARE LIVING AND BREATHING THROUGH THEIR CORE VALUES WHAT’S HAPPENING? When 87% of global consumers believe business should place equal weight on societal issues and business issues, the better a brand brings its societal purpose to life in everyday operations, the more successful both business and social impact will be. In the past few years, we have been seeing an increasing number of marketers on a journey to embed social impact into their brands, hoping to replicate the success of some best practices such as Dove’s Campaign for Real Beauty.

EXAMPLE(S):

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STREPSILS INDIA ENCOURAGES PEOPLE TO SPEAK THEIR MIND WITHOUT ANY INHIBITIONS

SNAPCHAT HELPS DOVE BROACH THE SELF-ESTEEM ISSUES IN AN ENTIRELY APPROPRIATE WAY

RB India launched a new campaign on Strepsils titled “Ab Montu Bolega”. As a leading sore throat medicine, Strepsils is encouraging people to speak their mind without any inhibitions. The brand has signed film actor Saqib Saleem of “Mere Dad Ki Maruti” and “Hawaa Hawaai” fame as the face of the campaign.

Unilever-owned personal care brand Dove is using ephemeral messaging app Snapchat to help boost the self-esteem of its customers. During the 5th annual Dove Self-Esteem Weekend, the brand invited consumers to share their insecurities by sending a Snap to the Dove Snapchat profile. A team of “SelfEsteem Educators” were on-hand to respond with confidence-boosting advice on a one-on-one basis. The Snapchat campaign was tied into a wider brand push around Self-Esteem Weekend (10-12 October). It was spearheaded by a short film, called “Legacy”, which encouraged women to express their beauty with confidence, and act as role models to the next generation.

Through “Ab Montu Bolega”, Strepsils India aims to increase its relevance for day to day expression with a healthy voice. The campaign is digital at heart and resides on an exclusive online platform www.abmontubolega.com . The protagonist of the campaign, Montu played by Saqib Saleem, is a boy next door who has inhibitions to express himself on various occasions in front of his family, friends and colleagues. The campaign captures his journey through various interesting situations in his life where Strepsils provides him with a healthy voice and courage to speak up on issues which matter the most to the youth today.

Snapchat’s average userbase tends to be young people. According to Forbes, the median age is 18, compared with Facebook’s average user age of 40.

CONSIDERATIONS FOR BAYER: -!

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How might we optimize our Marketing Excellence documents keeping in mind the need for our brands to stand for a compelling role in people’s lives? Any ways we could more intentionally, effectively and consistently reflect that role in our communications?

What we like about the Dove example is the fact that they have been extremely consistent with their self-esteem platform over the years and that they have been adopting a pragmatic approach delivering practical solutions to this social problem. On the other hand, the Strepsils example is pretty recent and executed in a little more literal and less credible manner

COMPANIES WORK HARDER THAN EVER TO ENGAGE PEOPLE WITH THEIR APPS WHAT’S HAPPENING? Encouraging people to download a branded app can be challenging. And, according to Deloitte, this is getting harder each year. Recent research found that smartphone users are increasingly less likely to download new apps, with one-third of UK users choosing not to download apps in a typical month. And, according to a Financial Times article, this is likely to develop into a global trend. This means that companies will have to work harder than ever to engage people with their existing mobile apps.

EXAMPLE(S):

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STARBUCKS USES THE FESTIVE PROMOTION AND THE SHAREABLE, PERSONALIZED CONTENT TO GIVE COFFEE FANS A REASON TO DOWNLOAD THE APP Coffee chain Starbucks in Hong Kong is offering a free second coffee to share with a friend this Christmas when users send a Starbucks video greeting card to someone. To take advantage of A Twinkle Surprise promotion, users must download the existing Starbucks Hong Kong app. Here they can create a festive video by choosing a theme and a Christmas greeting message. Then they can personalize it by taking four selfies. And finally, they can enter both the recipient’s and their own email addresses. The app then creates the video, using the four photos to generate a stop motion effect. After sending the film, both sender and recipient receive an email from Starbucks containing the “buy one share one” e-coupon and a link to view the video, which can only be opened within the Starbucks app.

APP HELPS NEW ZEALAND RECRUITS BECOME FIT ENOUGH TO JOIN THE ARMED FORCES The New Zealand Defence Force (NZDF) developed a mobile app to better prepare new recruits for the initial fitness tests to join the country’s Army, Navy or Air Force. The Force-Fit app is a response to the fact that recruiters across New Zealand observed that a growing number of people interested in the NSDF are not passing the entry level fitness test. The app, available as a free download for Android, iPhone and in PDF form, allows potential recruits to check that they can meet the basic fitness requirements for joining New Zealand’s armed forces. Force Fit offers a 6-week training program that can be customized by gender and fitness levels. The app suggests daily exercises and features instructional warm up, activity and cool down videos. Users can track and analyze their progress and send their results via email, making it easy for them to share stats with a personal trainer. In addition to improving new recruits’ fitness levels, the Force Fit campaign also hopes to help all New Zealanders get healthier.

CONSIDERATIONS FOR BAYER: -!

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How might we increase the value of our apps, online platforms or other digital services and tools? Any ways we could increase their perceived value?

Any ways we could democratize health and wellness? The Force-Fit app is a great example of giving back to the community by imparting fitness knowledge. Because the exercises don’t rely on expensive gym membership, it’s a democratic way to encourage fitness.

OTC BRANDS ARE RIDING THE VISUAL WAVE WHAT’S HAPPENING? There is an increasing desire to simplify communications, so we’re relying more heavily on a visual vocabulary that employs photos, emoticons, infographics, video clips and other imagery. This visual language is replacing text in many circumstances and helping brands stand out and establish distinctive voice and assets.

EXAMPLE(S): ORANGE BIRDS

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GELOCATIL INTRODUCES ITS KIDS LINE WITH ORANGE COLORCODING (ORANGE BOTH ON PACK AND IN COMMUNICATION)

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SUDAFED UK USES AN ANIMATED CHARACTER TO BRING TO LIFE ITS “HEAVY HEADED” SUFFERERS Similar to its 2013 communication, Sudafed’s recent communication released in October 2014 showcases a heavy-headed character in an animated setting and introduces SUDAFED® Congestion & Headache Relief Max Strength Capsules, which are claimed to help unblock the nose while easing the heaviness and pressure in the head so the sufferer can get back to being himself. The spot ends with showcasing the transformed character and calling out its tagline “For a clearer head, try Sudafed!”

YOUPLUS USES DISTINCT COLORS TO CLEARLY DIFFERENTIATE ITS VITAMIN VARIANTS Launched in 2013, Abdi Ibrahim’s YouPlus brand has five different variants, all of which are color-coded for easy differentiation: 1. Vitamin (orange); 2. Dietary Supplements (red); 3. Omega 3 (blue); 4. Mineral (green); 5. Kids (white)

CONSIDERATIONS FOR BAYER: -!

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How can Bayer use visual mnemonics to represent the category and/or brand? Any ways we could take advantage of iconography to overcome LMR challenges and/or further amplify top-of-mind awareness and compliance beyond shelf?

How might we simplify packaging colors in order to stand out more on the shelf? (e.g. Aleve – yellow on blue; Aspirin – green; White & Black – 50/50 white/black; Tabcin – big yellow dot)

CAMPAIGN PICK OF THE QUARTER GEZONDHEIT EN WETENSCHAP: “DON’T GOOGLE IT” THE CHALLENGE: According to recent studies, more and more people are searching health information via Google (~ 75%). Not without danger, because googling symptoms often makes it worse. People end up at platforms with unreliable comments and sometimes downright wrong advice. The Belgian medical site Gezondheidenwetenschap.be wanted to address this with a campaign on the internet itself.

THE WORK: By conveniently using Google AdWords, the site, which is backed by the Flemish government, alerted the population when they were googling their symptoms. For example, if you googled “twitching eyelid”, the first result was the following message, which is what we all know in our hearts but still can’t help doing: “Don’t google it, check a reliable source” with a link to Gezondheid en Wetenschap.

https://vimeo.com/109120220 gezondheidenwetenschap.be/nogoogle/en

THE IMPACT: Currently, it is not possible to gain insight into the impact of this campaign. However, it is important to note that it is a very creative healthcare campaign that taps into a very strong and timely human insight. The campaign was mentioned in multiple industry sites such as Creativity-Online.com.

Case Study: https://vimeo.com/110476768#at=39

CONSIDERATIONS FOR BAYER: -! This is a great example of a brand tapping into a very strong human insight.

-! How might we truly and more confidently own our differentiated product benefits? (e.g. Aspirin Cardio – the trusted, original agent for heart health) -! What is great about this campaign is that it dials up humor as it dramatizes the consequences of using Google and it doesn’t necessarily talk about how it is great and well trusted. Any ways we could be more entertaining and disruptive as we educate consumers?

-! How might we more effectively activate our targets? How about using more innovative media approaches? (e.g. Google AdWords for Clairitn or Afrin)

Thank you.