Bayer has recruited TV personality Vanessa Minnillo to front an unbranded campaign promoting the use of daily folate supplements to women.
The Girlfriends for Folate campaign, for which the company has partnered with the March of Dimes and women’s website DailyCandy.com, features a Facebook page and a competition inviting women to register with the site as a “GFF.” Bayer will donate $1 to the March of Dimes for every registration, and company will fly out the top fundraiser to join Mannillo at an April 30 walkathon.
Bayer won approval for two oral contraceptives last year—Safyral and Beyaz—that are similar to its Yasmin and Yaz, plus folate and a B vitamin.
From the April 01, 2011 Issue of MM+M - Medical Marketing and Media
