Bayer aspirin: Michael Mathews

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Bayer's Michael Mathews, the 39-year-old marketing category director, says his aspirin has extraordinary properties, including helping relieve the pain of an intense headache, preventing the onset of a first heart attack and stopping a heart attack from killing. "It's a pretty amazing drug," he says.

Many consumers seem to agree. According to Information Resources Inc., Bayer aspirin saw a 4.2% rise in revenue in the 52 weeks ended July 15, in a category that fell 2.9% in revenue for the same time period. Bayer had sales of $142.6 million.

The most important vehicle for getting out the message is advertising, mostly on prime-time TV. Omnicom Group's BBDO Worldwide, New York, handles. Last year, Mr. Mathews' division focused on educating women about the threat of heart disease. Bayer worked with organizations such as the American Heart Association to educate consumers. "We know we are doing something positive and we're doing pretty well."

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