São Paulo, October 2025 – Valda, a century-old brand of the Eurofarma Group, announces its largest collab to date in partnership with Netflix and the series Stranger Things. The launch reinforces the strategy of uniting tradition and pop culture in a movement that has already resulted in significant growth in the consumer market. In the last three months, the brand advanced double digits in demand, according to IQVIA data, a performance driven by the return of the classic metal tins and the rebranding process started after the acquisition by Eurofarma in 2022.

The project was designed to dialogue with a generation that intensely lives pop culture and, at the same time, recognizes the value of nostalgia. Stranger Things, set in the 1980s, connects organically to the emotional memory of consumers, who for decades have associated Valda with moments of care lived with parents and grandparents. The campaign concept “With Valda, you can scream as much as you want. Between one scream and another, Valda relieves your throat” irreverently unites the brand's main attribute to the horror atmosphere of the series, opening space for genuine conversations with the young audience.

The collection includes ten exclusive products, five collectible tins, and five Valda Friends sachets, designed in partnership with fans of the series and Netflix, in a co-creation process that involved everything from flavors to packaging design. The tins arrive on the market accompanied by a collectible TOKEN, with thirteen character variations, stimulating the collecting experience and strengthening the emotional bond between consumer and brand. The new collab alone is expected to provide double-digit growth for the Valda brand.

A Constantly Expanding Brand
Currently, Valda accounts for 16% of the lozenge market in pharmacies and is present in four categories that together total R$ 3.2 billion in potential consumption. The brand continues to differentiate itself through its premium positioning, presence in 98% of points of sale in Brazil, and its commitment to innovation. Among recent launches is Valda Jet, a product developed for upper airways with sodium chloride and technology that delivers an unprecedented cooling sensation in the market.

“The goal is to double Valda's revenue in the coming years. However, even more than that, our major goal that continues into 2025 is to build cultural relevance. Valda has always been part of Brazilians' memory and now expands this legacy by positioning itself as a brand that talks to different generations and connects to themes of entertainment, friendship, and socialization,” states Donino Scherer, Director of Eurofarma's Generics and OTC Unit.

The campaign with Stranger Things adds to the recent history of successful collaborations, such as Friends and Beetlejuice, and signals the brand's next steps, which include new line extensions, point-of-sale experiences, and activations at major cultural events. The character Capivalda, who has become an icon on social media, will remain a permanent branding asset and should gain even more relevance in future actions.

“We realized that it is no longer enough to just appear in the consumer's life. It is necessary to experience their routine, talk to them, and be present in the spaces that really matter. Stranger Things brings precisely that spirit of community, nostalgia, and emotion that we want to reinforce in Valda,” adds Scherer.

With more than a century of history, Valda reaffirms its vocation for innovation without giving up the affection built over generations. International expansion is planned starting in 2026 and should take the brand to new markets, consolidating its position as a global reference in products that unite care, memory, and culture.

About Eurofarma
Founded in 1972, Eurofarma operates in the healthcare sector with the production and marketing of products and services to improve people's quality of life. Focused on shared value generation, it covers the main pharmaceutical segments, such as medical prescription, generics, hospital, oncology, OTC, personal care, and animal health, in addition to providing production services to third parties. With broad coverage of therapeutic classes, the portfolio comprises more than 4,000 SKUs, serving practically all medical specialties. Leader in medical prescription in Brazil, where it also holds the vice-leadership in generics, Eurofarma is present in 24 countries, with 100% coverage in Latin America and leadership in the region's retail. It also maintains operations in the USA and Africa, counting in total more than 13.5 thousand employees and 11 factories, and accounted for 600 million units produced in 2024. In the same year, the company invested more than R$ 800 million in innovation projects and achieved net revenue exceeding R$ 11 billion.

About Valda
Created in France in 1902, Valda lozenges arrived in Brazil in 1914 through independent importers. Acquired by the Eurofarma Group in 2022, the century-old brand has been undergoing a process of modernization and strategic consolidation, with the goal of approaching younger consumers and strengthening its presence in the market. With a portfolio of 30 products, Valda is a recognized icon in the Brazilian market.

Press Information
G&A Relações Públicas
e-mail: imprensaeurofarma@gaspar.com.br 
Iza França - +55 11 97644-4496 (iza.franca@gaspar.com.br)
Guilherme Gaspar - +55 11 98285-6000