For more than a century, Aspirin has been part of the treatment for different pains, aches, and fevers, being one of the most trustworthy and famous drugs of all time. Therefore, Aspirin can say something few others can: the brand is so consistent that it has been part of historical moments.

To celebrate its 125th anniversary, inspired by real fun facts like going to space and appearing in books and movies, we've developed a series of immersive and entertaining radio spots that reinforce the brand's presence throughout history, while strengthening its connection with modern consumers. Neat classic storytelling in audio.

The invention of Aspirin and the development of the product has been such a feat, that it's even considered to be the launch of the pharmaceutical industry as we know it. Present in the industry since 1899, Aspirin is the leader in brand awareness for painkillers and has been constantly mentioned in pop culture: movies, books, and even episodes of series mention the brand's name when looking for a synonym for analgesic medication.

But for such a known brand, the conversation around Aspirin is threatened by the industry competitors: modern brands with more complex formulations, new ingredients, and different value propositions.

So, we made the most out of the brand's anniversary to create conversation and remind the consumer of our one-of-a-kind history while reinforcing the constant superiority of the brand.

The spot takes the spectator on a trip in time, describing how Aspirin took part -or could have taken part- in unique moments in the world's history.

Festival Ad: Relieving headaches during the iconic rock festivals of the 60's/70's was certainly a BIG job not every painkiller could handle. In this fictional work, we created a conversation between artists or fans, where Aspirin would have a key role in relieving pain, allowing them to play their sets or listen to the concerts and write the history of rock and roll.

Aspirin is celebrating its 125th anniversary in 2024 and holds the position of the most historical analgesic brand. The conversation around the brand, however, has dimmed down -as other competitors, more modern brands, occupy larger spaces in media and gain relevance. To reclaim conversation and reinforce superiority we defended the historical value of Aspirin, explaining how we are such a consistent brand that even took part in cultural productions and historical moments.

The main goal of this campaign was to regain space in conversation and insert Aspirin into pop culture while reclaiming the audience's perception of brand superiority.

As one of the five most important inventions of the 20th century, Aspirin has a well-deserved spot-on people's minds. When it comes to brand awareness, it is one of the most known medicine brands, but we needed to remind people of the brand, making it more salient to the consumer.

Our radio ads accomplished the challenge of immersing the spectator into a completely different period in time while providing differentiation from other brands by telling a story only Aspirin could tell. The ads aired on Classic Pan, a radio channel from São Paulo and had a potential reach of 11% of the Brazilian population, considering radio listeners in São Paulo.

Woman: Morning, sunshine.

Man: Mmmm…

Woman:Time to get up, Man. Festival is already going on.

Man: Uuuuhhh…my head is about to explode. Really, like covered in haze…

Woman: It's 1969, summertime. We're about to rock the world, man.

Man: I'll never drink again…

Woman: U-hum..

Woman: Look, our Bro is already going.

Man: Hey, Bro! Where are you going… what's that in your hand?

Bro: An aspirin. Need a little help, my friend?

Woman: Oh lord, that’s exactly what he needs!

Man: Thanks Bro - ....- what an experience.

Woman: Felling better?

Man: Peace.

V.O.: Aspirin. 125 years relieving the pains (and day afters) of the world.

Super fast V.O.: This is a fictional story with fictional characters, inspired by real events. We're not sure if someone took an Aspirin during the music festivals of the 60’s, but we assume they probably had exaggerated some night and we know there's nothing like an Aspirin for the day after. It's one of the most trustworthy pain killers since 1900.