Thomapyrin Brand Relaunch
Winner
Excellence in Brand Strategy and Creation
Brand Strategy – B2C
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
The repositioning of the pain relief brand Thomapyrin delivers a powerful message: understanding headaches as body signals and acting preventively. With the emotional and recognizable “Headache Fairy,” a charismatic brand ambassador was created to guide consumers through a 360° campaign. The project is particularly impressive in its harmonious combination of prevention, emotional storytelling, and creative communication, consistently evident in every action. This brand project exemplifies how strategic clarity and design precision can redefine an established brand.
