The Challenge
‘Aging well’ has emerged as the single biggest opportunity within the Nutritional Health category. Bayer recognised this demand but lacked a cohesive offering to fully leverage their scientific expertise. To stand out, they needed a new-to-world proposition - one that combined both product and service in a differentiated, 360-degree solution.
Bayer approached 8TH DAY to uncover the global narrative around aging and to develop and articulate a clear, compelling proposition.
The Unlock
Our multi-phase approach began with a series of interviews with experts and consumers across 4 core markets to build foundational insights around ageing that could be used as a base to develop the proposition. We followed this with a series of creative discussion groups in each market to validate key hypotheses and share early-stage proposition concepts to help further develop them.
We discovered that aging is shrouded in uncertainty. People search for clues - like genetics - but for the most part, hope for the best. Despite this ambiguity, there’s a strong desire to take control of the aging process. Consumers, however, lacked the tools, understanding, and confidence to make informed choices.
The opportunity became clear: A trusted, science-led brand offering a tailored, trackable solution could demystify aging by empowering consumers to measure and manage their biological age.
The Impact
We worked with Bayer to strategically position the new proposition under a range of their trusted brands and develop the communication for different regions.
The first proposition to emerge - Age Factor Cell Defense - launched in the US under the ONE-A-DAY brand. Central to the proposition was an app offering users a Lifestyle Score, enabling them to track their aging journey and make informed, confident choices.
