Codral targets next generation of families with first kids range

Codral is making one of the biggest shifts in its long-running history, entering the children’s cold and flu category for the first time as competition intensifies across Australia’s booming family healthcare market.

Backed by a new long-term brand platform developed with Publicis Groupe, the launch of Codral Kids signals a major expansion for the iconic cold and flu brand beyond its traditional adult-focused “Soldier On” positioning.

Called ‘Save the Day’, the campaign introduces Codral Kids through a series of story-led films built around a familiar household tension: when children get sick, routines quickly fall apart.

Australia’s cough, cold and flu category is worth hundreds of millions annually, with brands increasingly competing for long-term family trust during peak winter illness periods.

At the centre of the campaign are superhero-inspired characters designed to help children and parents recognise common cold and flu symptoms in a way that feels playful, accessible and reassuring.

The platform has been designed as a long-term creative system extending beyond television into social, retail and broader customer touchpoints during peak cold and flu season.

Helge Gruettke, chief client officer at Publicis Groupe ANZ, said the intention was to build a platform capable of evolving with the brand over time.

“‘Save the Day’ gives Codral Kids a distinctive creative world, one that can evolve over time while staying instantly recognisable for families,” Gruettke said.

Luis Guerra Mendoza, group marketing manager at Kenvue, said the campaign was built around the realities parents face during cold and flu season.

“Parents don’t have time for another battle, they need a trusted solution they can rely on,” Guerra Mendoza said.

“‘Save the Day’ was developed to reflect those everyday moments where routine can quickly unravel.”

The campaign is rolling out nationally across cinema, TV, BVOD, YouTube, social, out-of-home and retail, supported by a broader in-store activation strategy.