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.

Writers Block: This audio tells the story of when a writer had writer's block followed by a headache while writing a novel. We know that many literature pieces mention Aspirin and writers could very well have been inspired by taking one while working. While we'll never know if they actually took Aspirin when writing, it will always be the brand that popped into their minds and made its way into novels, occupying a singular part in literature.

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.

Writer’s thoughts: The sun was about to shine when I….graciously turned on the lights?

Writer’s thoughts: No, no. What a terrible headache I have.

Writer’s thoughts: The sun was about to shine when I…brushed my hair against the lights.

Writer’s thoughts: Oh, this headache is unbearable.

Writer’s thoughts: The sun was about to shine when I …was in a deep state of…headache.

Writer’s thoughts: What a crap! I have to get rid of this pain. I think I have an aspirin somewhere, let me see. Voilá, here it is, in the bathroom.

Writer’s thoughts: The sun was about to shine when I…finally found my Aspirin.

Writer’s thoughts: The sun was about to shine when I finally found my Aspirin in the vivid lights of the bathroom.

Writer’s thoughts: Uh, I Liked that!

V.O:

Aspirin. 125 years relieving the pains of the real world. And the fictional world too.

Super fast V.O.: Along the 125 years of story, some of the greatest writers of all time quoted Aspirin in their books. This story is a work of fiction, with fictional characters, based on real literature. So, it could be true, though. Go figure…