EG Stada, an Italian pharmaceutical company that owns the Ketodol brand, entrusted us with the task of crafting a communication strategy that is both simple and impactful, with a dual strategic goal: repositioning Ketodol tablets in the body pain market and highlighting the product’s innovative unique selling proposition—an anti-inflammatory with an integrated gastroprotector in a single tablet.

How can we expand awareness and reach a broader target audience for a product already deeply ingrained in consumers’ minds? We focused precisely on Ketodol’s USP, combining simplicity and strength to emphasize the “2-in-1” concept in every creative and communicative aspect of a new TV and web commercial, supported by a digital and pharmacy campaign.

The payoff, “Contro il dolore, senza bruciore” (“Against pain, without heartburn”), was designed to be clear and memorable, perfectly summarizing Ketodol’s double benefits and becoming the central theme of a creative approach tailored to attract a wide and diverse audience. We complemented this with a “multi-target and multi-pain” creative concept, broadening the product’s usage occasions and especially capturing the attention of chronic pain sufferers, whom we defined as those “Subscribed to pain”.

The creative concept was developed within a multimedia and omnichannel strategy, incorporating essential touchpoints: from 15” and 20” video ads for TV and web, featuring a distinctive sound logo echoing the brand name, to point-of-sale materials ensuring strong in-store recognizability; from a display campaign with banners tailored to each target group, optimized for vertical platforms, to a completely redesigned website.

Through a comprehensive mix of strategic and creative activities, we worked across multiple fronts to position Ketodol as the leading product in the market.