YOUR
ANTISEPTIC

2020-2023

  • kreacja
  • PROBLEM

    After 30 years on the market, the brand was showing its age. Its user base skewed older. Its image lacked modernity and the perception of effectiveness. As for younger consumers, they gravitated towards products promising instant pain relief.

  • SOLUTION

    We initiated a relaunch: fresh, modern, youthful communication supported by a digital media mix and e-commerce integration to reach a younger demographic.

  • kreacja

IDEA

MEET ANNIE
We introduced a skeptical character, Ania (Annie), encountering an “antiseptic remedy.” To her, pathogens blurred together with estrogens and halogens, and “antiseptic” sounded intimidating. Then came Stan from the USA, troubled by pain, redness, swelling, and communication with a pharmacist.

REACHING THE YOUNG

Over more than three years, the campaign continued the creative storyline, giving Ania and her companions new challenges. Short spots—both digital and on TV—reached younger audiences, aligning the brand’s demographic profile with the category as a whole.

We embraced a dominant red color and two iconic red lozenges, elevating them as a brand signature. A bold graphic style, modern, straightforward, and humorous messaging—and playful characters—made complex concepts more approachable, reminding everyone about Neo-Angin.

DESIGN

We embraced a dominant red color and two iconic red lozenges, elevating them as a brand signature. A bold graphic style, modern, straightforward, and humorous messaging—and playful characters—made complex concepts more approachable, reminding everyone about Neo-Angin.

THE NUMBERS

  • +6%

    conversion improvement from awareness to usage
  • +8%

    conversion improvement from “ever used” to “used in the last 3 months”
  • +5,5%

    increase in brand awareness (BrandLift)