2020-2023
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.
We initiated a relaunch: fresh, modern, youthful communication supported by a digital media mix and e-commerce integration to reach a younger demographic.
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.
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.