Alfasigma chooses Armando Testa for the 2024 communication of Cistiflux.Initiative helps strengthen the brand with multichannel planning.

Following the tender to award the 2024 communication campaign for the CISTIFLUX brand, Alfasigma awards the Armando Testa agency.

The creative, which aims to promote urinary tract wellness, began as a restyling of the previous print campaign, but now extends to new formats: radio, digital, social, and display ADV. Initiative, Alfasigma’s media partner, worked to highlight the Cistiflux brand as an ally for urinary tract wellness by promoting a multichannel campaign.

The communication concept “I Like Cystiflux. And I get back to doing what I like” is developed through a graphic format that is inspired by the world of social media and puts several women at the center, who can finally get back to doing the activities they love most thanks to a newfound urinary tract wellness.

On the same concept was developed the 25” radio spot that creatively uses the medium: in fact, the listener hears music with lively, lighthearted tones continuously fragmented by the falling of small drops that represent the urinary tract discomfort that disturbs the rhythm of sufferers’ days. At the end of the commercial, the rhythm of the music returns in a linear fashion, suggesting that urinary tract wellness has been restored, with the help of Cistiflux.

Armando Testa is pleased to partner, once again, with one of Italy’s leading pharmaceutical companies, providing its expertise in this area.

Credits

Client: Alfasigma

Director Consumer Healthcare: Adelaide Raia

Marketing Director Consumer Healthcare: Serena Ferrari

Nutra&Intimate Care marketing manager: Veronica Pauletto

Brand Manager: Anna Montanari

Media Manager: Barbara Orsi

Agency: Armando Testa

Executive Creative Direction: Georgia Ferraro, Nicola Cellemme

Creative Team: Chiara Demichelis, Chiara Panattoni, Roberto Capodanno

Head of Client Service: Giovanna Farè

Client Service: Chiara Bonet

Media Agency: Initiative