Covonia returns to TV with its iconic bull to support pharmacy-led self-care as flu rate rises

Iconic British cough and cold remedy brand, Covonia, is returning to TV for the first time in five years as part of a national campaign designed to support pharmacy conversations around coughs, colds and recovery during peak flu season.

The ‘Take Charge of Your Cough’ campaign is timed to coincide with rising flu rates and growing pressure on GP services. The activity is intended to reinforce the role of the community pharmacy in supporting self-care and recovery for common, self-treatable conditions.

Covonia is manufactured by STADA Thornton & Ross and stocked nationwide at independent pharmacies as well as major retailers including Boots, Tesco, and Superdrug.

The campaign is informed by Covonia’s 2023 Usage & Attitudes Study which surveyed 1,028 people and found that the Covid-19 pandemic has subtly changed attitudes to illness, spreading germs and the idea of full recuperation.

The research showed increasing concern about passing illness on to others, greater acceptance of working from home while unwell, and growing recognition of the importance of making a full recovery rather than ‘pushing through’. People now feel that they have ‘permission to recover’.

Despite this change, confidence in self-care is falling. The consumer healthcare association PAGB’s 2025 Self-Care Census revealed that confidence to carry out self-care for the common cold has dropped to 63 per cent compared with 81 per cent in 2023.

The census also found that 69 per cent of adults have experienced three or more self-treatable conditions in the last year, most commonly colds (51 per cent), headaches (45 per cent), blocked noses (42 per cent), coughs (40 per cent), and backache (36 per cent).

According to PAGB, self-treatable conditions are estimated to account for 25 million GP appointments and five million A&E visits annually, at a cost of £1.7bn to the NHS. The Census also suggests that over nine million GP consultations per year could be transferred to pharmacies under the Pharmacy First service.

Covonia’s iconic bull mascot, a piece of advertising heritage, will return to TV screens alongside wider multi-channel activity including digital and point-of-sale. The bull was first seen on TV in 1999 as part of the ‘Cough Medicine with Clout’ campaign and featured a bright red animated bull called Stan, backed by the voice of celebrity chef, Ainsley Harriott.

Craig Shaw, general manager UK for STADA Thornton & Ross, said: “People’s attitudes to illness have shifted. They’re more aware of spreading germs and willing to take charge of recovery, yet many lack confidence. Through pharmacy guidance and the right products, we aim to empower people to manage their own recovery.

“With flu rates rising, community pharmacy has a vital role in helping people manage coughs and colds appropriately. This campaign supports those conversations, giving people confidence to take charge and understand when pharmacy can help.

“From the first tickly throat to the final splutter, Covonia is there to support patients, alongside pharmacists and their teams, throughout the cough journey.”