The Upset Stomach
With Žele, the sarcastic stomach, we turned Reflustat from a challenger brand to a market leader.
JGL, one of the region’s largest pharmaceutical companies, needed to elevate Reflustat — their heartburn relief brand — in a crowded category dominated by predictable, symptom-heavy advertising. Instead of following the usual pharma playbook, we took a risk on humor.
That’s how Žele was born: a sharp-tongued, sarcastic stomach who’s had enough of his owner’s reckless eating habits. Whether rolling his eyes at midnight kebabs or sighing at greasy burgers, Žele spoke directly to audiences with a mix of wit, frustration, and charm. His relatable personality quickly resonated with viewers, turning him into one of the most beloved characters on air.
The campaign didn’t just entertain — it delivered results. Reflustat leapt from challenger brand to market leader, proving that creativity and humor can be the best medicine for business growth. Its major success has cemented Žele’s place as the brand’s long-term ambassador, ensuring he’ll keep serving up new stories (and a few sarcastic remarks) about heartburn relief in the future.