EDMAs 2021

Berocca launches Alexa actionable audio ad

Tyrone Stewart


Berocca, the energy vitamin tablet brand produced by German pharmaceutical company Bayer, has launched actionable audio ads through Amazon Alexa.

Consumers listening to Global radio stations on their Amazon Alexa-powered smart speakers can use voice commands to interact directly with the ad and buy the ‘Berocca Boost’ energy supplement.

The audio ad, developed alongside Say It Now and A Million Ads, asks listeners to ‘Open Berocca Boost’ by verbally requesting more information or requesting that a purchase is made.

“We are always looking for new ways to capture our consumers’ imagination and engage with our brands. With eCommerce proliferating and voice commerce a rapidly emerging channel, we looked to audio as increasingly effective, especially when everyone is spending so much time at home,” said Vicky Keenan, Marketing Director at Bayer Consumer Health.

“This ambitious activation for Berocca required a hugely collaborative effort from the all of the marketing and agency teams: Say It Now, MediaCom, MullenLowe London & SSP3 and A Million Ads to deliver. It’s exciting to be the first FMCG brand to embrace this innovation and to set the tone for tomorrow’s radio advertising.”

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