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 But its brand, image and loyal user base were in danger of becoming outdated, allowing competitors to gain market share.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.

The main spot – the campaign’s centerpiece – shows how the stomach and stomach acid respond to external influences. Every external stimulus, from morning coffee to everyday stress to pizza to-go, is reflected inside the stomach and affects the pH level there.

In the spot, two worlds collide: the real world and the fascinatingly illustrated world inside the stomach – a colorful, vibrant city: Acid Town, the “City of Stomach Acid.” When the pH level there drops into the critical range, heartburn occurs. A fire-breathing dragon appears, everyone’s on the run. Taking Talcid ® is supposed to render the dragon harmless. A white dove emerges: the therapeutically optimal pH of 4.5 is restored and peace returns to Acid Town.

The campaign showcases the strengths of the long-time market leader: performance and a smart mode of action. The assignment was to strengthen and expand the company’s market position with a new umbrella campaign, and to address a younger target groups (foodies, business and active persons).

The eye-catching campaign is airing since 1st of May 2022 – in digital streaming formats (CTV, YouTube, social media ads) and on the associated campaign website (talcid.de/acidtown), as well as in cinema advertising.

Extensive communication aimed at experts will launch in parallel with end-consumer targeting.

Unfortunately we do not have the exact numbers of flights on CTV as well as cinema airings due to the media agency dealing directly with the client.

The one thing Bayer Vital GmbH wanted to achieve was to regain the market leadership and to create awareness again and we are proud to say that this is the final result: being the market leader.

The feedback and brand perception is consistently positive.