Magazine article Drug Topics

Out Miles, in Bayer

Magazine article Drug Topics

Out Miles, in Bayer

Article excerpt

Miles Inc., which will become Bayer Corp. in April, will kick off a $20 million advertising and public relations campaign at that time to inform opinion makers and business leaders of the change. The switch in names is part of corporate repositioning planned for the U.S. company by parent company Bayer AG of Germany. Pharmacists will be one of the target groups of the campaign, said Helge H. Wehmeier, president and CEO of Miles Inc., at a press briefing held recently in New York City.

In a separate move, the company will tout aspirin's advantage over other analgesics, from both a safety and an efficacy standpoint. "We plan to communicate this to the American consumer," said Werner Spinner, general manager, Bayer AG's Consumer Care Business Group, at the same meeting. "Researchers continue to identify new therapeutic applications for aspirin--from heart attack prevention to potential cancer prophylaxis. We believe that the real potential of this true 'wonder drug' is just now being fully realized."

Bayer regained the rights to its name and trademarks in the United States, Canada, and the Caribbean as part of its acquisition of the North American over-the-counter business of Sterling Winthrop last year. The firm formed a consumer care division on Jan. 1 of this year, combining Miles' and Sterling Winthrop's over-the-counter business. This division's headquarters will be based in the New York metropolitan area, at a site not yet revealed.

In addition to restaging One-A-Day vitamins last year and Bayer Aspirin this year, the firm has "aggressive growth plans for Alka-Seltzer and Alka-Seltzer Plus," Spinner explained. …

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