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 But its brand, image and loyal user base were in danger of becoming outdated, allowing competitors to gain market share.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 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 by 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®. Thus was born the idea of Acid Town, a dazzlingly 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.

The idea 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.

Prior to the campaign development a repositioning process took place. The brand increased target audiences, targeting women and men equally while also approaching younger target audiences. 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. 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 and the 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. The 1200 hand-colored frames with their great attention to detail, as well as the illustrated protagonists’ similarity to the actual people, make Acid Town’s execution vibrant and unique.

The eye-catching campaign has launched in 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.

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