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.

Scientists Ad: By the beginning of the 20th century, Aspirin was already a popular drug, when groundbreaking physics theories were invented. This audio it’s an imaginative exercise about some of the world's greatest scientists, exchanging discoveries during the development of their theories. As it could’ve happened, one of them has a headache and discover Aspirin to get back to it’s good thinking.

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: So, any progress with your theories?

Man: I feel stuck in space. Like, really, not moving.

Woman: Did you consider relating it to weight somehow? That was important on my research.

Man: My head hurts bad. It's like the weight is all above my neck.

Woman: And time is flying, right my friend?

Man: Actually, with this pain, time never goes by.

Woman: Interesting perspective. Well, it's not easy to think out of the box with a head in pain. Can I offer you this?

Man: Aspirin? Won't it affect my reasoning?

Woman: It will make your pain go away quickly.

Man: At the speed of an asteroid?

Woman: As you know, speed is relative. But I could say that before the pointer makes a few rounds on your clock, you'll feel better.

Man: I'll accept it.

Man: Uhm, relatively good. I'm already having ideas…

V.O.: Aspirin. 125 years relieving the pains of the world in space time.

Super fast V.O.: This is a fictional story, with fictional characters, inspired by historical events. In the beginning of the 20th century, great scientists, man and woman, came up with revolutionary ideas. Aspirin was already a popular pain killer by then. So, if they had a headache, it’s relatively possible that they used an Aspirin to relieve it.