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St. Joseph’s

St. Joseph's aspirin enjoyed incredible popularity as a fun, orange-flavored children's aspirin. But now they needed to reposition themselves as low-dose aspirin therapy to prevent heart attacks in adults. The creative would have to find a way to build a bridge between these two seemingly distant places.

Rather than mimic scare tactics used by competitors, the creative stayed true to the St. Joseph's DNA by using emotion and entertainment to reach its audience, who were, by now, mostly Baby Boomers. By tapping into their love of music, TV, and nostalgia, this campaign reminded them of the "fun pill from their childhood" while taking the opportunity to seed St. Joseph's as the modern choice to prevent a heart attack.