Everyone can agree that fish stories are hard to swallow.
Unless of course we’re talking about Fisherman’s Friend lozenges — the only honest thing about a fisherman.

In its 3rd year, the Fisherman’s Friend ‘Suck It Up’ campaign is as relentless as ever, bestowing tough love to our millennial target and their first world problems in these 15-second spots.

What ever happened to those tough people throughout the ages? The people that wouldn’t let the common cold or sniffle stop them from living their life? Fisherman’s Friend reminds us that despite our whiny nature today, we can still be tough when facing a cold. So quit your complaining and suck it up.