Citrosodina has always been perceived of course as a medicine, but is also well known for its pleasant taste and its effervescent reputation and brand value.

This playful nature has been the key element when presenting the product as an easy solution to digestion problems, making people experience it in a way that is funny and both serious and reassuring. All of this brought to communicate the message on a hamburger yo-yo’s label. These funny gadgets have been exposed in display racks inside the chemists and given as gifts to consumers who bought the product.

The product gained new consumers and in improved the purchase frequency (+15%). The promotion contributed in changing consumers minds, now aware that Citrosodina is a good and useful release to always have at home or with you.