Thomapyrin Brand Relaunch
Winner
Excellence in Brand Strategy and Creation
Brand Revival of the Year
Details
The new campaign and repositioning of the established painkiller brand Thomapyrin are rethinking headache. The new mission: Remind people to listen to their body's and thus their headaches' signals. The brand wants to raise awareness of the correct way to deal with pain signals and empower consumers to prevent headaches instead of just fighting them and carrying on as before. As a central element of the differentiating 360° campaign, "the headache fairy" was developed as strong brand ambassador who represents the brand values and focuses on the needs of the target group.
The Jury‘s Statement
Thomapyrin, a well-established brand in the over-the-counter pain relief sector, has set a new benchmark with its brand relaunch. With the clear mission “Listen to your headaches,” it successfully shifts from mere symptom treatment to a preventive and holistic perspective. The introduction of the charismatic “Headache Fairy” as a brand ambassador adds an emotional and relatable dimension to its communication. The consistent integration of this message within a 360° campaign impresses with precision and strategic clarity. A remarkable example of sustainable brand management.
