Bayer Selects Tatham for Its Termite Pitch

Bayer Corp. will take a message about the benefits of a professional-strength termite insecticide directly to consumers with a TV campaign this spring from Euro RSCG Tatham here, sources said.
Tatham was awarded advertising responsibilities for Premise insecticide following a review that included other Bayer roster shops, sources said. Spending is estimated at $5-8 million, with a TV campaign expected to air as soon as this spring.
The agency referred questions to Bayer executives at the company’s Shawnee Mission, Kan., office. Officials there could not be reached by press time.
The agency’s assignment is to brand the Premise name with consumers even though the product is available only to professionals, according to those familiar with the review. Advertising will suggest that those plagued by the wood-boring pests should ask for Premise by name when hiring an exterminator. It’s a tactic similar to that used by drug companies for pharmaceuticals, and, as with prescription drugs, comes with a set of legal restrictions regarding advertising.
Tatham’s Bayer business includes One-A-Day vitamins, Flintstones Childrens Vitamins and Midol.
Other Bayer roster shops include Kansas City, Mo., agencies Bernstein-Rein Advertising, which handles pet care products, and Valentine Radford Advertising, which advertises Bayer’s agricultural products; and BBDO New York, which handles pain relief brands including Bayer and Alka Selzer.
Separately, Bayer’s agricultural division, also in Shawnee Mission, assigned a new lawn and garden pesticide to BBDO South in Atlanta following another roster shop review, the agency confirmed.
The unnamed product was developed and will be marketed in partnership with Pursell Industries of Sylacauga, Ala., but is not expected to be available until next year. Sources reported billings for the product could be as high as $20 million.