NeoBorocillina on air with the sore throats that leaves its mark on your day. Created by Armando Testa.
Alfasigma has selected Armando Testa as their creative partner, after a pitch to assign the communication campaign for the brand partner NeoBorocillina.
NeoBorocillina has been at the forefront of treating sore throats for more than 80 years. Now they are back on main channels with new creativity which emphasises their wide range, consisting of pharmaceutical remedies and natural supplements.
The creative idea describes how different types of sore throats can impact anyone’s day. And it does so with a strong distinctive symbolism: special threatening tattoos which disturb the throats of the characters. That’s where NeoBorocillina steps in. With a response tailored for every need, it alleviates symptoms thanks to a blast of rapid action for long-lasting relief.
NeoBorocillina’s aim, with this campaign, is to underline not only its action which can provide relief from different types of sore throats, but also how close it is to consumers, sealing it with the new payoff: “Dalla parte della tua gola”. “On the side of your throat”.
The campaign airs from 10 November on TV and the web with 30” ads for the line https://youtu.be/j_fCI3NKgqs e 20” https://youtu.be/cthjRJbivCw
Specific subjects dedicated to various types of sore throats will follow — early symptoms, severe with cough — as well as creativity dedicated to Propolmiele+, the line of supplements to improve oral health.
Credits
Client: Alfasigma
Director Consumer Healthcare: Adelaide Raia
Marketing Director Consumer Healthcare: Serena Ferrari
Group Brand Manager Area Pain&Cold: Chiara Francini
Brand Manager NeoBorocillina: Edoardo Lipari
Media Manager: Barbara Orsi
Advisor: VA Consulting/Ebiquity Alessandro Arbitrio, Sonia Rocchi, Matteo Siffredi
Agency: Armando Testa
Executive Creative Direction: Georgia Ferraro, Nicola Cellemme
Creative Team: Gaetano Corvino, Chiara Demichelis
Head of Client Service Turin: Giovanna Farè
Client Service: Chiara Bonet
Production Company: The BigMama
Director: Gabriele Buttafuoco
Media Agency: Initiative
