Since hitting the market, COLD-FX chewable tablets have had to face fierce competition from over-the-counter medications and natural health products. To create a meaningful and credible connection with consumers—in a category driven by symptoms—our campaign had to convey the message of prevention in a clever way. Our claim? COLD-FX helps you fast forward through cold & flu symptoms. This allowed us to emphasize the product’s proven ability to reduce the duration and severity of cold and flu symptoms. Through a series of quick cuts, our cheeky Fast Forward campaign shows a user who is sick with a cold but gets over it in no time flat. Executed in an extremely short timeframe, this integrated national campaign (television, radio, digital platforms) was a refreshing way to introduce chewable tablets to Canadians, while also reintroducing them to a well-established brand.