ACC® brand awareness campaign

Project information

Customer

Hexal

Project

Year

2024

Work

TVC, OLV, print, OoH, digital, campaign assets

Concept

Cough, we have a problem. As soon as it gets cold, it's back again: the cough. Whether in an open-plan office, on a first date, or at a family dinner—coughing is never welcome. And worse still, it causes misunderstandings. People who cough are often completely misunderstood.

This is precisely where the ACC® campaign comes in: with humor and situational comedy, we show moments when coughing disrupts communication—and how ACC® quickly clears the air. Relatable, appealing, memorable. The idea thrives on contrast: between everyday life and the bizarre consequences of coughing. ACC® is presented as an effective solution – the cough remedy that prevents misunderstandings. With TV and online commercials, print ads, and digital assets for social media – modular and tailored to the target group, especially younger audiences. The result: high visibility, strong anchoring of the message – and ACC® remains Germany's No. 1 cough remedy.

During cold season, coughing quickly becomes a nuisance—and misunderstandings arise just as quickly: at work, during sports, or in everyday life. For ACC®, we used precisely these situations as creative leverage and portrayed coughing in a sympathetic, human, and humorous way. This way, the core messages stick without being preachy – and the brand comes across as more approachable, fresh, and relevant to the target group. The goal was to build brand awareness during the cold season, anchor the core messages in a lasting way, and promote sales – with a campaign that meets end consumers where coughing actually happens: in the middle of life.

This idea was developed as a master story and translated into TV commercials, online videos, print, and digital media—each in different forms so that it could be adapted to specific countries without losing its core message: appealing everyday humor + clear product solution = high recognition during the cold season.

ACC® brand awareness campaign

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