WHIPPANY, N.J — Aleve announced the launch of its new Project DIY Campaign on Tuesday, a marketing initiative centered on do-it-yourself projects under the recently introduced Feel Aleve platform. The campaign features HGTV stars Dave and Jenny Marrs and highlights a home transformation in which the couple renovated a family’s back porch—turning an unusable space into one the entire family can enjoy. The project brings the Feel Aleve promise to life by emphasizing up to 12 hours of long-lasting pain relief, helping people stay focused on the activities they love instead of their pain.
The initiative began rolling out in May and will continue across social, digital, and Walmart retail channels throughout summer 2026.
In addition to the featured build, the brand is also working with a roster of DIY creators to upgrade their own homes. Through their renovation and home transformation projects, these creators will showcase how Aleve relieves pain and helps power the activities and projects they are passionate about.
“Whether it’s gardening, baking or taking on a DIY project, people want to be able to spend their time doing the things they enjoy and not thinking about pain,” said Lisa Perez, General Manager and VP Marketing at Bayer. “According to Aleve brand insights, 28% of pain relief product buyers consider home improvement projects a hobby, which shows how important these activities can be in people’s lives. Project DIY is about celebrating those passions and showing how Aleve’s long-lasting body pain relief can help people keep doing what they love.”
The Project DIY initiative lives across Aleve-owned and partner channels and includes original social content from Dave and Jenny Marrs, as well as other DIY creators, sharing behind-the-scenes looks at their projects and renovations. Through these real-life stories, the campaign demonstrates how Aleve’s long-lasting body pain relief can help people stay focused on physically demanding projects and spend more time doing the activities they’re passionate about.
“There’s a real sense of accomplishment that comes from transforming a space with your own hands,” said Dave Marrs, Aleve campaign partner and home renovation expert. “For Jenny and me, it was rewarding to take a back porch that wasn’t being used and turn it into a space the whole family can enjoy together. DIY projects can be physically demanding, which is why partnering with Aleve felt like such a natural fit.”
Follow along via the Aleve social channels, @Aleve_US on Instagram and TikTok.
