Aleve Launches Project DIY Campaign Featuring Dave and Jenny Marrs to Celebrate Passion Projects and Long-Lasting Pain Relief
Aleve®, one of the leading over-the-counter pain relief brands, has unveiled a new consumer marketing initiative called Project DIY, a campaign designed to connect with home improvement enthusiasts, hobbyists, and do-it-yourself creators across the United States. The campaign is part of the brand’s recently introduced Feel Aleve® platform and features popular home renovation personalities Dave Marrs and Jenny Marrs, known for their successful home transformation projects and television appearances.
The initiative focuses on the idea that physical discomfort and everyday body pain should not prevent people from pursuing the activities they enjoy most. Through a combination of home renovation stories, creator partnerships, digital content, and retail activations, Aleve aims to demonstrate how long-lasting pain relief can help individuals stay engaged in their hobbies, passion projects, and home improvement activities.
The campaign began rolling out in May 2026 and is expected to continue throughout the summer across social media platforms, digital channels, and retail locations, including promotional activities at Walmart stores.
Connecting Pain Relief with Everyday Passions
For many consumers, hobbies and hands-on projects are more than just leisure activities. Whether it involves gardening, woodworking, home remodeling, baking, crafting, landscaping, or decorating, these pursuits often provide a sense of creativity, accomplishment, and personal fulfillment.
However, many of these activities can also place physical demands on the body. Repetitive movements, lifting materials, kneeling, bending, and extended periods of physical work can contribute to muscle aches, joint discomfort, and other forms of body pain.
Aleve’s new campaign seeks to highlight the role that effective pain management can play in helping people continue participating in the activities they enjoy. Rather than focusing solely on pain itself, the Project DIY initiative emphasizes the positive outcomes that become possible when individuals can remain active and engaged in their favorite projects.
The campaign aligns with the broader Feel Aleve platform, which centers on empowering consumers to spend less time focused on pain and more time focused on meaningful experiences, hobbies, and everyday achievements.
A Porch Transformation Brings the Campaign to Life
At the heart of the Project DIY campaign is a featured home renovation project led by Dave and Jenny Marrs.
The renovation involved transforming an underutilized and non-functional back porch into a welcoming outdoor living space designed for family gatherings, relaxation, and everyday enjoyment. The project reflects the campaign’s central message: creating opportunities for people to enjoy the spaces and activities that matter most to them.
The Marrs family has built a reputation for helping homeowners reimagine living spaces through thoughtful design and renovation. Their participation in the campaign brings authenticity and credibility to the DIY-focused initiative, as they are widely recognized for tackling complex renovation projects that require significant physical effort and creativity.
The completed porch renovation serves as both a practical home improvement example and a symbol of what the brand describes as the ability to “Feel Aleve” — staying focused on goals and passions rather than being distracted by physical discomfort.
Through video content, social media storytelling, and behind-the-scenes footage, audiences are able to follow the transformation process and gain insight into the planning, construction, and finishing work involved in bringing the project to completion.
Expanding the Campaign Through DIY Creator Partnerships
In addition to collaborating with the Marrs family, Aleve is extending the Project DIY initiative through partnerships with a range of home improvement and DIY content creators.
These creators will document their own renovation and home transformation projects while sharing personal experiences related to physically demanding activities and project work. By featuring diverse creators with varying interests and skill sets, the campaign aims to reach a broad audience of consumers who regularly engage in hands-on hobbies and home improvement tasks.
The creators’ projects will span different types of renovations and upgrades, showcasing real-life examples of people pursuing meaningful projects in their homes and communities.
Through social media posts, short-form videos, tutorials, and project updates, these creators will demonstrate how staying comfortable and managing occasional body pain can support productivity and enjoyment during physically intensive tasks.
The use of creator-generated content reflects a broader trend in modern marketing, where brands increasingly rely on authentic storytelling and relatable experiences to engage consumers. By partnering with individuals who are already active in the DIY and home improvement communities, Aleve hopes to build stronger connections with consumers who view renovation projects as a regular part of their lifestyles.
Research Highlights Strong DIY Interest Among Consumers
According to insights gathered by the Aleve brand, a significant percentage of pain relief product users actively participate in home improvement activities.
The company reports that approximately 28 percent of pain relief product buyers identify home improvement projects as a hobby. This finding highlights the growing popularity of DIY culture and underscores the physical nature of many projects that consumers undertake in their homes.
From repainting rooms and building furniture to landscaping gardens and renovating outdoor spaces, DIY projects often require sustained physical effort over extended periods. As a result, individuals frequently seek ways to manage discomfort that may arise from these activities.
The campaign’s focus on home improvement reflects this consumer behavior and positions Aleve as a solution for people who want to remain active while pursuing their interests.
Bayer Emphasizes Consumer Lifestyle Connection
Lisa Perez, General Manager and Vice President of Marketing at Bayer, explained that the campaign is rooted in a broader understanding of how consumers approach pain relief.
According to Perez, people want to spend their time enjoying activities such as gardening, baking, crafting, and DIY projects rather than focusing on physical discomfort.
She noted that the brand’s consumer research demonstrates how meaningful home improvement activities have become for many individuals and families. The Project DIY campaign was therefore developed to celebrate these passions while illustrating how Aleve’s long-lasting pain relief can help people continue engaging in the activities they value most.
By focusing on consumer lifestyles rather than simply promoting product features, the campaign seeks to create a more relatable and emotionally resonant message.
Social, Digital, and Retail Integration
Project DIY has been designed as a fully integrated marketing initiative that extends across multiple channels.
The campaign includes:
- Social media content
- Digital video storytelling
- Influencer and creator collaborations
- Retail activations
- Consumer engagement programs
- Home renovation features
- Behind-the-scenes project coverage
Through Aleve-owned channels and partner platforms, consumers will gain access to renovation inspiration, project updates, and personal stories from campaign participants.
Retail partnerships, including activations through Walmart locations, further extend the campaign’s reach and provide opportunities for consumers to encounter the messaging during shopping experiences.
This multi-channel approach reflects the increasingly interconnected nature of modern consumer marketing, where brands seek to engage audiences across digital, social, and physical environments simultaneously.
Dave Marrs Discusses the Appeal of DIY Projects
For Dave Marrs, the campaign’s message resonates with the core motivations that drive many home improvement enthusiasts.
According to Marrs, one of the most rewarding aspects of DIY work is the sense of accomplishment that comes from transforming a space through personal effort and creativity. He noted that the featured porch renovation provided an opportunity to convert an unused area into a meaningful gathering space that the entire family could enjoy.
Marrs also acknowledged the physical demands associated with renovation projects. Tasks such as lifting materials, building structures, painting, and landscaping often require considerable effort and endurance.
Because of these realities, he viewed the partnership with Aleve as a natural extension of the work that he and Jenny regularly undertake through their home renovation projects.
His comments reinforce the campaign’s central theme: helping people remain focused on achieving their goals and enjoying the process of creating something meaningful.
Supporting Active Lifestyles Through the Feel Aleve Platform
The launch of Project DIY represents another step in Aleve’s broader strategy to position itself as a brand that supports active, engaged lifestyles.
Rather than framing pain relief solely as a medical necessity, the Feel Aleve platform highlights the role that effective pain management can play in enabling participation in hobbies, family activities, creative pursuits, and personal projects.
By combining consumer insights, influencer partnerships, renovation storytelling, and retail engagement, Project DIY seeks to inspire individuals to continue pursuing the activities they love while emphasizing the importance of staying comfortable and active.
As the campaign continues throughout summer 2026, Aleve hopes to connect with millions of DIY enthusiasts and homeowners who understand the satisfaction of transforming a space, completing a project, and creating something lasting with their own hands.
About Bayer
Bayer is a global enterprise with core competencies in the life science fields of health care and nutrition. In line with its mission, “Health for all, Hunger for none,” the company’s products and services are designed to help people and the planet thrive by supporting efforts to master the major challenges presented by a growing and aging global population.
Bayer is committed to driving sustainable development and generating a positive impact with its businesses. At the same time, the Group aims to increase its earning power and create value through innovation and growth. The Bayer brand stands for trust, reliability and quality throughout the world. In fiscal 2025, the Group employed around 88,000 people and had sales of 45.6 billion euros. R&D expenses amounted to 5.8 billion euros.
