The film takes place in Flutown, a science-fiction world where flu and cold symptoms live. In the dark and subdued tone of film noir, detectives “Congestion” and “Headache” enter a crime scene. A serial killer is running loose and has now killed "Fever". They discover that they are up against a real professional, someone capable of wiping out all the symptoms in Flutown: Couldina.

With Flutown, Laboratorios Alter set about challenging the traditional codes prevalent in the pharmaceutical sector. A communication approach that challenges what people were used to seeing. Starting from the same premise as the competition – relieving symptoms – it goes one step further to create a parallel universe inhabited by symptoms. It takes the choice and use of the product as a given and dramatises the benefit in a highly visual manner.

The storytelling offers heightened engagement and eschews the typical product demo. The style is intended to rejuvenate the brand, broadening its appeal to engage a younger target audience.

In just a week, the campaign notched up 9,400 views, a huge improvement on previous actions and spots for similar products, which have taken several months to break the 200-view mark.

Couldina increased its brand awareness by 661% in February versus the previous year. Source: N&C Advertising

Sales increased 3% in the worst economic year in Spain.

“This is a campaign that people actively enjoy watching again and again and which has doubtless boosted brand awareness."

"A complete overhaul in Laboratorios Alter's communication strategy because something like this had never been done before in the flu remedy category." - Anuncios