© Schmittgall Werbeagentur GmbH
Silomat® has been the number 1 for dry irritable cough in Germany for 60 years.
With the addition of a new cough suppressant to the product portfolio, STADA Consumer Health is taking the opportunity to establish itself as the cough expert for dry and productive coughs with an independent and differentiating consumer campaign. The aim of the launch campaign is to increase brand awareness and position Silomat® cough suppressant and cough loosener as a powerful duo against coughs.
Until now, Silomat® communication has only been aimed at health care professionals. The new campaign now aims to reach and activate end consumers directly for the first time, which requires a strategic change in communication.
Traditional communication strategies rely heavily on testimonials and offer little differentiation. A new approach is therefore required that clearly stands out from the competition and addresses the target group directly.
Based on these findings, an illustrative and humorous campaign approach was created under the motto "Silomat®. And the cough experiences its blue wonder." an illustrative and humorous campaign approach. The Silomat® packaging is staged as heroes in unique settings: from the ambulance look to lying in bed to a dancing loudspeaker box.
The campaign impresses with its unique visual approach, which presents the Silomat® packshots in a new, fascinating world. This makes the brand clearly visible in the cold market. With witty stagings in various situations, the concept not only offers an impressive visual presence, but also the flexibility to reinvent the packaging again and again and incorporate it into stories. The collaboration is with Jelly London's motion design department KITCHEN. The visual signature is by award-winning illustrator Peter Phobia from New York, giving the campaign an unmistakable style. In addition to digital assets for social media and advisory flyers for pharmacies as well as a 24-second spot for Apo TV, a commercial was also produced that has been wowing end consumers on television since the end of January 2025.
