This is work that was produced as part of a pitch to Nexium OTC to offer them sports partnership opportunities. Our target market was heartburn sufferers, who primarily are 45 to 60 years old, predominantly white (85%), who skew geographically to the South and Southeast.
We want them to think that they are "young at heart,” but facing the reality of health problems are holding them back. They place higher priority on experiences and enjoying time with people they care about. Our research indicated that the MLB and NASCAR allowed for the best sponsorship opportunities, based on the release of the product, as well as the target's interests.
+ Home Run Derby provides a huge platform with pre-event media starting around the Fourth of July holiday.
+ Natural tie to MLB catchers via plate protection angle.
+ MLB’s extended seasonality and daily game schedule provide opportunity to continually reinforce key messages.
+ NASCAR is the highest indexing sport for the target.
+ Reinforces the idea of protection for Nexium.
+ A more refined approach to auto racing compared to competition.
+ Pre-game angle works across all sports.
+ Aligns Nexium with recognizable TV personalities without separate endorsement deals.
+ Provides a platform to integrate messaging around the 14-day regimen recommended by Nexium.