The campaigns for the Reflustat and Meralys brands achieved outstanding success at this year’s Communication Days 2026 in Rovinj, winning two prestigious awards. The campaigns were recognised among the best in the industry, confirming once again that bold ideas, a different approach, and content with genuine emotion and purpose always resonate with audiences.
This success demonstrated once again how crucial strong cross-functional collaboration between internal teams and creative agencies is in creating campaigns that not only deliver results, but also leave a lasting impact on the industry.
Bronze Effie Award for Reflustat
The widely recognised campaign Trust Your Stomach – Choose Reflustat won a Bronze Effie Award in the Healthcare category for 2024/2025 – one of the industry’s most respected recognitions for creativity and business effectiveness.
At the heart of the campaign is Žele, a humorous personification of the stomach, who presents the consequences of poor eating habits in an engaging and relatable way while leading consumers towards the solution – Reflustat.
The project achieved exceptional success, with Reflustat’s market share increasing from 19.8 per cent to 27.9 per cent, enabling the brand to take the leading position in the category in 2025 and surpass a long-standing market leader that had dominated the category for more than 30 years.
"We are extremely proud that Žele succeeded in bringing the issue of heartburn closer to a broad audience in such a simple and humorous way, while also delivering such strong business results. This award confirms that the combination of a strong idea, bold execution and teamwork truly makes a difference,” said brand manager Bruno Rački.
The campaign was led by the BU OTC team, which, with the support of colleagues from Medical Affairs and Pharmacy Sales, turned this story into something truly distinctive. A major contribution to the project also came from the agencies Spellcaster and PHD Croatia, whose expertise, creativity and partnership helped bring the campaign to life.
IdejaX Silver Award for Meralys
The campaign for the Meralys brand – Muralys on Wheels – won Silver at the prestigious IdejaX 2026 awards in the Best Online Video category.
In one of the competition’s most competitive digital categories, the project was recognised for its emotional storytelling and the creative concept of a travelling Meralys truck developed in collaboration with Rijeka graffiti artist Vladimir Tomić Mosk. Through a short documentary video by Rijeka-based cinematographer and editor Karlo Čargonja, the campaign tells an authentic and inspiring story about the creation of the mobile mural, while reminding us how important it is to slow down for a moment and appreciate the beauty of everyday life.
"We are especially pleased that a smaller, non-commercial project stood alongside major campaigns and won Silver. This project showed us how much an authentic story, a different approach and sincere communication can be recognised and appreciated," said Maša Margan Vunić, Head of OTC Strategic Marketing, adding that the project was realised through the joint efforts of colleagues from Transport Logistics, Strategic Marketing, Corporate Communications, the Croatian Market and Digital Business.
The agency Utorak creatively transformed the idea into a distinctive and award-winning project.