We tried to develop an adequate communication to each target, always respecting the same graphic style, and Bayer’s mandatory headline in the advertisement. To doctors Migraspirina was divulged through a mailing that would be attractive by its aspect. To pharmacists, a Migraspirina presentation, made by Bayer Sales Force, through a Sales Folder, simulating a blister, and the offer of a Migraspirina box, with a calendar function, to be exposed in the sales point (the pharmacy), was our solution. As to the public, a press advertisement was developed, with the purpose of divulging Migraspirina, as the new, more effective Aspirina.

Migraspirina was launched, through pharmacies, in October 2002, but it was only officially launched to the consumer in January 2003.

In the pre-launch phase, when there was no disclosure to the consumer, Migraspirina conquered 5% of market share in the anti-migraine sector.

From January 2003, it increased to 20%, in February to 38%, and was sold out in both months.