CHALLENGE
- Reinforce the product’s position as an expert in treating heartburn and stomach pain.
- Introduce consumers to the convenient sachet format.
ABOUT
A global leader in the pharmaceutical industry, Teva is headquartered in Israel and provides high-quality, patient-centric solutions to 200 million people in 100 countries worldwide.
SOLUTION
For the Almagel® A campaign, we moved away from the traditional, conservative pharmaceutical approach to antacid advertising.
The key message of the campaign: Almagel® A effectively combats not only heartburn but also intense stomach pain that often comes with it, all in just a few minutes. To visually represent the product’s action, we collaborated with skilled metal sculptors, highlighting its effectiveness in tackling both heartburn and its painful consequences. The TV campaign was accompanied by an OLV launch and POS materials in pharmacies.
Almagel® A targets individuals who already recognize the problem and are careful in their choice of medication. These are men and women aged 35+ who frequently suffer from heartburn. They prioritize good nutrition and seek a reliable, effective remedy that works quickly and is always available when they are at home or work.
KEY CAMPAIGN MOMENTS
We needed to create distinct campaigns for Teva’s two antacid brands: Almagel® A and Gastal®. For a younger, active audience (ages 25-35), Gastal is marketed as an easy, quick solution to heartburn—think of it like a smartphone app. For those who are looking for a more robust option, Almagel® A provides a stronger solution.
This campaign is aligned with Teva’s philosophy: «Opening possibilities for accessible health,» delivering high-quality, effective treatments and vital health management tools.
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