How zeller entspannung uses rare phobias to highlight a widespread problem

With a bold and creative campaign, Max Zeller Söhne AG is turning heads in the highly competitive OTC market. The focus is on their herbal medicine zeller entspannung, used to treat nervousness, inner tension, and test anxiety.

What makes this campaign stand out: it puts the spotlight on rare phobias – such as arachibutyrophobia, the fear of peanut butter sticking to the roof of the mouth. These unusual fears grab attention while inviting reflection: What happens in the mind when anxiety takes over?

With minimalist design, bold typography, and long, thought-provoking headlines, the campaign is designed to spark curiosity and encourage further reading – all while raising awareness about everyday tension and stress. The campaign is broadly visible across F12 billboards, DOOH screens, social media feeds, stories, and reels.