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.

Space ad: It’s a fact that Aspirin was sent on important space missions, including the most successful one to the moon. This piece is an imaginative story inspired by those missions. What would happen if the Astronauts felt pain in the space? The dialogue between 3 characters elucubrates that. At the end, a disclaimer reveals the inspiration of behind it.

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 1: We're almost there.

Man 2: Really? I think I lost track of time…

Man 1: Did anyone check the thrusters?

Man: 2: I'll do it

Man 1: Captain, are you okay back there? You've been awfully quiet.

Man 3: It's just that my head hurts.

Man 1: Must be the change of gravity.

Man 3: Not sure if I'm ready for this huge step.

Man 2: Thrusters are fine. And look what I found: Aspirin

Man 1: Aspirin? Here in space?

Man 3: It’s like the universe is listening to me.

Man 1: We're REALLY almost there. Are you guys ready to go for a moon walk?

Man 3: I'll be in 10, 9, 8…

V.O:

Aspirin. 125 years relieving the pains of the world (And sometimes beyond the atmosphere too)

Super fast V.O.: This is a work of fiction, with fictional characters, inspired by historical moments. It's a fact that Aspirin was sent in space missions. If the members of the crews took it? Well, the change of gravity could really affect their state of mind and head. So, maybe yes, maybe not.