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First aid for a heart attack includes chewing aspirin—a fact Bayer is leveraging in a new campaign to get more people to carry the pills, just in case someone nearby needs them.
But rather than focus on a traditional demographic, the marketer and Energy BBDO are targeting an unusually particular, if broad, group of consumers—people with the last name Smith.
To that end, Bayer went to Fort Smith, Ark., a city with a high rate of heart attacks, and a high concentration of people with the name Smith.
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