Introducing Aspirin to a New Generation
Young people think Bayer Aspirin is an old drug for old people with little relevance to their daily lives. “The Wonder Drug,” capable of treating everything from fever and headache to heart attack, had lost its wonder - and we needed to get it back.
A test and learn activation assignment, we partnered with our friends at BBDO Mexico and ALMAP BBDO in Brazil to bring the ideas to life.
To reintroduce Aspirin as the cornerstone of the modern medicine cabinet, we created ‘The World’s Smallest First Aid Kit’ which contained only one thing – Bayer Aspirin. Then we gave them to influencers in Mexico City to start a conversation about the many uses of Bayer Aspirin. Perceptions were changed. We ran out in three days and people kept asking for them. There are already plans to replicate the effort in other markets.
Case Study
Shortlisted at Cannes.
✎ Made at Energy BBDO and BBDO Mexico with Benjamin Pedrero, Raul Lizaola, Dane Canada, Zac Pritchard & Hung Vinh.
Nobody knows what that tiny pocket on the front of their jeans is for. So, we gave it a purpose: carry Bayer Aspirin and save a life – or at least stop a headache.
Case Study
Recognized with a Shortlist and a Bronze Lion at Cannes.
✎ Made at Energy BBDO and ALMAP BBDO with Pedro Corbet, Gabriel Carletti, Hélio Maffia, & Luz Arroyo.