Acid Town, a dazzingly illustrated and unseen realization of the inside of the stomach and stomach acid digesting food and emotions. An alternation between real-life situations and scenes from Acid Town illustrates that everything outside always has an effect on the stomach. Coffee, greasy and hasty food, stress and nervousness all have an effect on the stomach acid. And when everything is too much, a fire-breathing dragon rages in Acid Town and heartburn is the result. Talcid transforms the dragon into a dove and makes Acid Town a peaceful place again. The illustrative world of the inside of the stomach and adjacent heartburn themes such as stress, food, music, party and love create countless communication opportunities for the Talcid brand.

Talcid has been on the market for over 45 years. But its brand, image and loyal user base were in danger of becoming outdated, allowing competitors to gain market share. The Talcid brand therefore had to be rejuvenated, new target groups had to be developed,, and a campaign had to be developed to make Talcid the best-selling heartburn medication once again. Talcid is an antacid that works for targeting gastric acid in heartburn, while competing products suppress the function of gastric acid. This led to the need to create awareness of the important functions of gastric acid and thus to pay attention to the effect of Talcid.

+7,6% sales at POS, +50,8% online sales, +13,6% overall online market