Couldina: Flutown

Shackleton

Entry Information

Country where program ran: Spain
Program start date: 12/31/12
Program end date: 03/10/13
Advertiser/Client Name: Laboratorios Alter
Product/Service Description: Laboratorios Alter launches a campaign for Couldina. Couldina is indicated for the treatment of cold and flu symptoms: slight or moderate pain, fever, and nasal congestion. It has been prescribed by doctors during many years but today it is an over-the-counter (OTC) medicine.
Category: Pharmaceutical/Healthcare (PHH)

Strategy

Business problem

There are dozens of flu and cold medicines to choose from. They all work, but while some increased their sales, others, like Couldina, watched them slump. Couldina's problem was that people saw it as old-fashioned. But we had one big thing going for us: pharmaceutical ads tend to be very much the same. This was our chance to do something completely different.