Extraterm — extra power against cough
The challenge
How do you show a cough remedy for adults so that it actually lands?
Fitofarm is a national pharmaceutical company and one of Ukraine's top 10 drug makers by sales. Over the years it has earned the trust of hundreds of thousands of Ukrainians. Extraterm is a cough medicine. This was one of its first campaigns, as the product was only just finding its place in the market — which gave us a wide-open field to build Extraterm's positioning.
The result
For busy, active people — Extraterm!
From the start we knew the key was to create a sharp association that would stay with the product for years. And that's what we did. It began with the hunt for an idea. Advertising cough medicine for adults is harder than for kids: for kids, parents pick the best solution that will surely help. Adults are trickier — caught up in daily life, we often ignore an illness, and when it finally gets in the way, we look for something that will get us back on our feet fast. We also noticed a big segment of adults who don't want to be sick at work: no extra sick days, no rescheduled meetings or presentations. That became the basis not only for this spot but for the product's later campaigns: an office, a woman preparing for an important presentation to her colleagues, and a heavy cough that ruins everything. Good thing there's Extraterm, which relieves both dry and wet cough. It helps get rid of the cough and gets you back to an active life. The campaign found its audience and delivered the main message clearly, and thanks to well-chosen characters and a light touch, it's easy to remember and builds a strong association.
Credits
- Director
- Yurii Kovalov
- DP
- Yurii Korol
- Creative
- Vitaliy Sobolevskiy
- Producer
- Vitaliy Sobolevskiy, Anastasiia Nesterova
- Production designer
- Ivan Cherevko
- 1st AD
- Denys Shvets
- Gaffer
- Dima Amelichiev
- Editor
- Borys Vasiutynskyi
- Motion graphics
- Artur Smoliuk
- Playback
- Ilai Trufakin
