Challenge
Agiolax is a brand that is very well known among older audiences, but it has been falling into oblivion with younger consumers. It was starting to lag behind in the pace and visual style of communication that competitors have been adopting.
We were challenged to take a fresh look at the Agiolax brand and refresh its communication.
It was important to convey the message that Agiolax is more than just a fibre-based medicine like so many others. It contains a blend of plants that help relieve constipation and works within 8 hours.
Idea
We made the brand fresher and more modern by redesigning all visuals across points of sale and social media. A look with strong stopping power that younger consumers can relate to, encouraging them to try the product when they need a solution with these characteristics.
The campaign line “It takes more than fibre” highlights how the product stands out from common competitors by featuring differentiated components that help treat constipation beyond the simple fibre found in many competing products.
Results
Greater visibility at the point of sale led to an increase in brand awareness. A younger target audience was able to engage with the brand in a more natural way, sparking interest and driving increased demand for the products both among consumers and pharmacies.
