Aleve Launches Summer DIY Campaign With Hgtv’s Jenny and Dave Marrs to Position Pain Relief as Essential for Home Renovation Work

NEW YORK, NY — Aleve has rolled out a home-renovation-themed campaign built around HGTV stars Jenny and Dave Marrs, using social-first content to connect pain relief with demanding DIY projects.

The Bayer-owned brand said the effort started in May and will continue through the summer across digital, social and Walmart retail channels.

Campaign centers on Marrs-led porch renovation and creator content

The campaign, called Project DIY, follows the Marrs as they renovate a family’s back porch and make the space more useful.

An Instagram teaser shows the pair unpacking a Walmart bag that includes tape, a level and a box of Aleve. The brand also plans original social posts from the Marrs as part of the program.

Additional videos on Aleve’s Instagram feature DIY creators including Imani Keal and Liz Hartmann, who use the pain reliever while working on tasks such as installing a railing and hanging kitchen cabinets.

Brand aims to reach homeowners who already see improvement work as a hobby

Aleve said the campaign is designed to position pain relief as just as important as tools when people take on labor-heavy renovations.

Press materials cited an insight that more than a quarter of pain relief buyers consider home improvement a hobby, while 75% of homeowners have tried some kind of DIY project.

The brand is using that overlap to target consumers who are already planning or actively doing renovation work.

Social media is shaping DIY spending and Aleve’s wider Feel Aleve platform

Aleve’s work is part of its larger Feel Aleve brand platform, which it is extending into home improvement content.

The company said social media has become a major driver of DIY purchasing, noting that 30% of millennial and Gen Z homeowners have increased project spending by more than 25% after seeing content online.

Bayer also reported first-quarter group sales of €13.4 billion, about $15.6 billion, down 2.4% from a year earlier.

Walmart placement ties the campaign to shopping and project supplies

Along with social and digital promotion, the campaign is appearing in Walmart retail channels, tying the brand message to the place many shoppers buy project supplies.

The retailer integration reinforces Aleve’s pitch that pain relief belongs alongside the tape, levels and other items homeowners gather before starting a renovation.

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