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.

Movie Ad: Aspirin appears and is quoted in many movies, series and shows, some of them real classics. Inspired by those movies, this spot tells the story of a film director and a woman who’s part of the cast, talking about the participation of Aspirin in the movie and also about a headache that appears to the director. Again, at the end, disclaimers explain the inspiration.

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.

Man: Did you see an Aspirin around?

Woman: No, I didn't. Are you having a headache?

Man: No, it's part of the next scene we're shooting.

Woman: Ow… can't we just mention the Aspirin?

Man: It's a thriller movie, every detail counts.

Woman: You’re becoming a bit psychotic…

Man: I might actually be starting to have pain in my head...

Woman: Problem solved: look, the Aspirin, right on your face…

Man: Ops…thank you. Now I don’t know if I should relieve my pain or live the Aspirin for the scene.

Woman: What if you cut it in half with this knife?

Man: Mmm, I might do something else with the knife, but I can’t film with a headache. Let me have it all.

Woman: Maybe we just use a line like “did someone see my the Aspirin” or something?

Man: Marvelous. that could work.

V.O.: Aspirin. 125 years relieving the pains on big screens and backstages of the world.

Super fast V.O.: This story is fictional, with fictional characters, inspired by historical moments, of people creating fiction. During Aspirin’s 125 years, a lot of films and entertainment content created had Aspirin quoted. If that has anything to do with the creation of scenes? Maybe. Who knows.