Tachifludec is an over-the-counter drug from Angelini, effective in fighting colds and the first symptoms of flu. Its exclusivity is the way it is taken: dissolved in hot water, it combines the effectiveness of the drug, and relief with the pleasant warmth. The campaign dates back to 2001 when it was launched and has been instrumental in the success of the product. The uniqueness of the product was emphasised when a girl suffering from a cold asked for a "glass of hot water, please " in a café. The objective of the 2012 campaign is to reinforce its positioning as a quick acting and effective "warm remedy" and to involve the male target in a more direct way. The results: after just the first week on air sales saw an increase reaching a peak of +52% on the previous year and, in absolute, historic weekly highs since the launch of the product.