Codral has launched Codral Kids, the first dedicated range designed specifically for children.
After decades of helping Australians “soldier on,” the brand is evolving for a new generation of families through a new creative platform, Save the Day, developed by Publicis Groupe.
Taking cues from Soldier On’s longevity, Save the Day has been designed as a lasting platform for Codral Kids, supporting the brand’s entry into the children’s cold-and-flu category.
A new platform for families
The campaign is anchored by a suite of hero films and brand assets designed to help parents feel seen and supported.
At the centre of the work are story-led films built around a familiar household truth: when kids get sick, playtime stops, and nothing feels quite right until they are back to themselves.
Publicis Groupe said the creative platform has been designed to extend beyond the TVC into a broader system of distinctive brand assets, which will be rolling out nationally across cinema, TV, BVOD, YouTube, social, out-of-home and retail.
It is also supported by a strong retail presence designed to capture attention at key purchase moments.
Publicis Groupe on Save the Day
Helge Gruettke, Chief Client Officer at Publicis Groupe ANZ, said the platform was built to grow with the brand.
“We set out to create a platform that could grow with the brand. ‘Save the Day’ gives Codral Kids a distinctive, creative world that can evolve over time while remaining instantly recognisable to families.
“At Publicis, we’ve turned that into an idea that can keep evolving, starting with a new TVC and extending through digital, social and in-store,” Gruettke said.
Kenvue on the launch
Luis Guerrera, Group Marketing Manager at Kenvue, said the campaign reflects the pressure families face during cold and flu season.
“‘Save the Day’ was developed to reflect those everyday moments where routine can quickly unravel, positioning Codral Kids as the dependable hero parents turn to when it matters most.
“It’s a creative expression of Codral Kids’ role in helping families get back on track with confidence,” Guerrera said.
Credits
Kenvue
Luis Guerra Mendoza, Group Marketing Manager
Simone Tawadros, Marketing Activation Manager
Delphine Chassagne, Marketing Activation Manager
Rochelle Boulos, Brand Manager
Wafia Shaheer, Assistant Brand Manager
Publicis Groupe
Helge Gruettke, Chief Client Officer
Kirsty Chase, Operations Director
Manon Debus-Pesquet, Account Director
Top image: Publicis Groupe