CITROSODINA
Can the end benefit
of a digestion-aiding product
be expressed in a pop way?
How can a format be adapted for local activations?
We made the moment of stomach relief the true protagonist of Citrosodina’s new positioning, using an ironic tone of voice.
The project began with a brand image refresh, reintroducing vintage visual codes and taking shape through a limited-edition tin designed as a distinctive object. The campaign then came to life across TV and social channels, depicting moments when digestion was put to the test.
This same creative code became the foundation for local activations and the development of special-edition packs for pharmacies across the country. Immediate engagement mechanics and sampling in food-related contexts allowed people to physically experience the product’s benefit.
On the occasion of Milano Pride, the “burp” also became a way to talk about inclusion: the pack was dressed in the colors of the LGBTQIA+ flag.
CREDITS
Head of Client Services Ivana Costa
Executive Creative Director / ART DIRECTOR NICO MARCHESI
COPYWRITER STELLA SGUINZO / ENRICO PIAZZA / RENZO MATI
Art Director SARA MORETTI
DIRECTOR DANIELE TESTI
PRODUCTION COMPANY CASTA DIVA PICTURES
