The promotion was to support a new positioning for Citrosodina: an easygoing digestion facilitator. Of course, Citrosodina has always been perceived as a medicine, though with a pleasant taste and some fun coming from its effervescence. This playful character has been communicated on the label of a hamburger yo-yo giveaway. These funny giveaways have been displayed in pharmacies and given to consumers buying the product.
Agency: JWT Milan, Italy.