Bayer encourages daily calcium with a side of defiance

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Bayer HealthCare's latest promo for Citracal pitches the bone-building OTC supplement as a key to inner beauty. The "Beauty is Bone Deep" website shows a skeleton of a 54-year-old woman that then changes to an image of a woman with almost salt-and-pepper hair. The site includes product information as well as beauty tips that include “honor your body” and “nurture your spirit.”

Creative agency Energy BBDO's campaign also includes videos, such as one featured on its site that shows skeletons dancing and walking in heels that later turn into women in the targeted age category, with the voice-over intoning, “Defiance is in our bones. Defiance never grows old.”

Bayer said in a statement that a recent survey showed only 19% of women ages 40 and up knew how much calcium they need daily, while 75% said they believe they do get enough.

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