About Bayer
Bayer Corporation, the $10.7 billion U.S. subsidiary of Bayer AG, set out to do more than improve employee health—they wanted to spark a cultural shift. With more than 16,000 employees nationwide, the Pittsburgh-based company envisioned a wellness program that would motivate long-term behavior change, boost engagement, and ultimately reduce healthcare costs.
To bring this vision to life, Bayer turned to Brandemix.
Our challenge: launch a wellness initiative that didn’t feel like another corporate program. Our solution: a fully integrated, buzz-worthy campaign that made health personal, fun, and impossible to ignore.
We branded the initiative B Well and kicked things off with “A New B-ginning”—a pre-launch teaser campaign that built anticipation through multi-channel touchpoints. Employees were greeted by wellness ambassadors with bushels of apples in office lobbies, and received branded postcards at home. For remote employees, we extended the same high-touch experience by shipping apples and printed brochures directly to their homes.
Countdown clocks on digital landing pages and bold building banners teased the rollout, while gamified challenges and events drove curiosity and connection.
From direct mail to on-site activations to health-related incentives, every detail was designed to spark enthusiasm and build momentum. The result? A measurable surge in participation, a refreshed sense of community, and wellness engagement that far exceeded Bayer’s original projections.
Bayer’s commitment to a culture of health met its creative match in Brandemix—and the B Well movement was born.
