More Bayer Select products, more Ayer billings

Ayer will reap the benefits of Sterling Winthrop’s successful Bayer Select brand later this year as the client launches new line extensions backed by over $50 million in marketing support.
Sources said last week that Aver, whose “Put the Help Where It Hurts” campaign helped launch the $70-million Bayer Select line last September, will roll out advertising billing about $20 million in September to support a new five-product line of Bayer Select items for head and chest colds.
A spokesman for Ayer declined to comment, referring calls to Sterling.
Jay Kolpan, group product manager for Bayer, confirmed recently that the client was “looking for new areas” to expand into but declined to give any details about new product line extensions.
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