Dark Dining Event
for Aspirin

In this brand activation for Bayer, we paired a celeb chef and influencer, who had a connection to both CVD and food, with an influential HCP partner as our voices for the program. Starting with a media day where they shared the importance of moving from avoidance to awareness, encouraging consumers to take the Heart Health Risk Assessment while teasing our immersive dark dining experience.​

In tandem, we seeded social, sharing cryptic messages about how denial can hide in plain sight and how ignoring unseen risks continues to make cardiovascular disease the #1 cause of death in the U.S. ​​

We then officially announced the in-the-dark dining experience and revealed the reservations portal via the Heart Health Risk Assessment.

This program was a huge success getting more than 350 million impressions online through media outlets.