EG Stada, an Italian pharmaceutical company that owns the Ketodol brand, entrusted us with the task of creating a simple yet disruptive communication, with a dual strategic objective: to reposition Ketodol tablets in the body pain market and to strengthen brand perception among a broader and more diverse audience.

How do you expand awareness and the target audience of a product already so established in consumers’ minds? In our strategy, the new payoff becomes the common thread of a “multi-target and multi-pain” creativity, designed to represent the variety of needs related to body pain and attract a broad and diverse audience.

The creative concept was developed in a multimedia and omnichannel strategy capable of reaching the key touchpoints of the user journey: from 15” and 20” TV and web commercials, enhanced by a distinctive sound logo that echoes the brand’s name, to point-of-sale materials for strong in-store recognition; from a display campaign with banners tailored to each target and optimized for vertical platforms, to a completely redesigned website.

Thanks to a complete mix of strategic and creative activities, we helped build a new positioning for Ketodol, strengthening its market leadership and brand communication impact.