Being a well known fact that Aspirina has multiple beneficial attributes to the health and well being of any individual, we turned to an everyday tool, which would single out these features: the universally known “Swiss Army Knife”, which, just like Aspirina solves many of our daily problems.

As to copy work, together with the visual aspect, the effort was centred on undoing the placebo effect, telling pharmacists that, regarding all Aspirina’s benefits, there was no reason not to advise its utilization.Migraspirina is mildly highlighted, in order not to throw the other Aspirina presentations into shade.

Migraspirina was launched, through pharmacies, in October 2002, but it was only officially launched to the consumer in January 2003.

In the pre-launch phase, when there was no disclosure to the consumer, Migraspirina conquered 5% of market share in the anti-migraine sector.

From January 2003, it increased to 20%, in February to 38%, and was sold out in both months.

As to the other Aspirina presentations, they lost on the whole only 4% of market share, in relation to the same period the year before.