We used the best series of the 70s and 80s in TV and the introduction made people remember them, and if they recalled them it was because they were older than 35 years, and need to take care of their heart. With radio we did the same using the greatest hits of those decades.

A monthly investment of $25,000 on TV and radio, for three months, meant Cardioaspirina doubled its market share, and incresed sales by 135% and in doses 128%, (AC Nielsen October 2004).