Portfolio

Procter & Gamble
One of the issues that a company wishes not to have to face, but it often happens, is the fall, or stagnation, of the sales of a specific product. The solution is foregone: relaunch and reposition the product in the market. It is what happened to P&G’s product called Neoduplamox.

Neoduplamox is an anti-infiammatory and it consists of pills, syrup and a strawberry-flavored pediatric suspension. Neoduplamox defeats bacterial infections thanks to the combination of the Amoxicillina and Clavulanic Acid, two elements that make Neoduplamox unique and effective. These consumer benefits were the basis upon which the communication strategy was set. The objective was to create a stronger product personality in order to reach the target audiences (general practitioner and dentist first, consumers second), to increase the awareness and to increase market share by +25%.

The opportunity for Neoduplamox was to relaunch itself with a more catchy look to stand out from competitors. The entire product image was redesigned, from the logo to the packaging. After creative explorations, the idea of using a “famous strong couple” as the testimonial of the product came out. The comic characters “Asterix and Obelix” were chosen as the “winning couple” that would fit perfectly with our premises, the benefits and the reason why. The chosen couple is well-known, always winning, likeable, positive, but most of all “strong and unseparable” as the “Amoxicillina and the Clavulanic Acid”.  In addition, the letter “X” was identified as the linking element between “Asterix & Obelix” and “Neoduplamox.”

A number of different communication materials were produced, but the most catchy was the leaflet with a “strawberry pop-up” that jumped out, spreading the scent of real strawberry all around, thanks to an aroma added during the print process. The illustrations were sketched in Rome and drawn in France by René Goscinny & Albert Uderzo’s comics company.

The campaign results were successful with a market share increase of +30% and all objectives were reached.