Italy, 3rd December 2021 – Faber, the Franke group brand global leader in the production of kitchen hoods, is online and on air with the new advertising campaign “The purest air experience“, which marks a further step forward for the brand in the role of indoor air quality expert.

The new communication is focused on the innovative system Air Hub, which guarantees cleaner, healthier and safer air within the home, thanks to the perfect integration of two appliances: a hood and a sanitation module with UV-C lamps. An integrated solution that removes fumes and odors caused by food preparation and is also capable of eliminating up to 99.99% of viruses and bacteria.

The new creativity wants to communicate how -thanks to this product- people can rediscover the essence of well-being by breathing pure and healthy air within the home, like the air that can be breathed in the high mountains.

The campaign can count on an exceptional “testimonial”: a fawn!

While a young couple is relaxing on the sofa, a patter draws their attention: enticed by the purity of the home, a fawn enters the house! The initial surprise gives way to an exchange of glances but, as soon as the Air Hub stops working, the animal leaves the room.

Therefore, Air Hub is at the center of a message that wants to open an emotional connection with users. The product strengths are in fact evoked in an almost fairytale way and the storytelling underlines how this innovative model is able to guarantee the well-being of pure air like that of the Alpine valleys within the home. The well-being experience involves the entire home environment, overcoming kitchen, as evidenced by the set of the video.

Along with the new campaign -that has the creative direction of Riccardo Catagnano and client supervision of Davide Corti– ” the new Faber pay off “Franke’s air expert” is also launched. The brand emphasizes its role as an expert in home air treatment of the Franke Group, the company that combines historical excellence with the great ability to look to the future by enhancing the skills acquired in the development of innovative products.

Dino Giubbilei, Franke Home Solution Vice-President Marketing & Digital comments: “We wanted to identify a creative concept able to support the new positioning and bring the brand’s mission to life. Faber’s undisputed know-how in indoor air treatment allows us to look at new lifestyles and new needs in order to propose technologically advanced, cutting-edge solutions at the service of global domestic well-being “.

“The goal of this new creativity is also to humanize and make our communication even more emotional, stimulating a strong engagement of the audience” adds Gianluca Vigato, Head of Advertising & Communication at Franke Home Solution. “A choice that -we believe- will help us to inform people how important it is to improve the quality of the air in the home. Our consumers spend most of their time in the home and it is essential that they can live it in the best and most comfortable way possible “.

“Working on this Faber campaign was really exciting” comments Riccardo Catagnano, Connexia Creative Director & Head of Branded Content. “We followed the company throughout the entire process of re-building its storytelling, starting with the new brand pay-off up to the definition of the creative concept and the campaign variations for the launch of the product line. To do this, we chose to express the concept of “purity” of the air, giving life to a magical, rarefied atmosphere: the purity of the air we are describing is that of the most uncontaminated nature. A pure world that comes to life in the domestic living room where we discover a fawn. To better respect the nature, together with Faber, we decided to recreate the fawn, the main protagonist of the film, in CGI. Similarly careful work has been done in the field of sound design, to recreate, even in radio commercial, the maximum feeling in terms of ‘purity’ “.

The headline “The purest air experience“ summarizes the new creative concept that will be declined in a digital and social campaign, as well as in a radio adv that will be broadcast on Radio 24 and Radio 2.

1 December 2021 – Adrenaline. Joy. Nostalgia. Surprise.

Emotions were running high during the “One More Lap” event, created by the Milanese agency Connexia for Yamaha Motor Europe and held in the MotoLive Arena at EICMA 2021 (International Motorcycle and Accessories Exhibition). Surrounded by his adoring fans, 9-time World Champion Valentino Rossi completed his final lap in a blaze of glory.

Organised by Yamaha in partnership with EICMA, “One More Lap” was held on 25 November, the first day the trade fair opened to the public. Making his first appearance at the Milan show, Valentino Rossi spent 1.5 hours meeting with his fans: a fitting farewell and an unforgettable experience for followers of “The Doctor”.

Under the supervision of the Business Development Director Mattia Airoldi and the creative direction of Riccardo Catagnano, Connexia was responsible for the creative concept and naming, visual identity, content production, authorial contributions, direction and production coordination for “One More Lap“, as well as media relations and social media management.

The host of “One More Lap“ Federica Masolin, known for her work on Sky Sport, accompanied Rossi on a 16-year journey back through  his time with Yamaha, tracing the 16 most exciting moments of this winning partnership.

• Looking back on his unrivalled career, with 16 remarkable years racing under the Yamaha banner, “The Doctor” was also joined by his friend Linus, Artistic Director of Radio Deejay. Rossi told anecdotes and stories from their longstanding friendship, giving the audience a glimpse behind the scenes and raising many a nostalgic smile. During the event, several of Rossi‘s other VIP friends shared their messages of thanks and admiration with the MotoGP

Lin Jarvis, Managing Director of Yamaha Motor Racing, also took to the stage to pay homage to Rossi, presenting him with a small Yamaha PW50 “pink” #46, a gift for Rossi’s unborn daughter.

Éric De Seynes, President of Yamaha Motor Europe, expressed his gratitude, honouring Rossi with a surprise gift: a Yamaha R1 GYTR VR46 Tribute, based on the bike that just won the 2021 WorldSBK Championship.

On the “One More Lap” stage, Pietro Meda, the President of EICMA, personally thanked Yamaha for choosing EICMA to celebrate Valentino Rossi’s extraordinary relationship with the Iwata brand. He also recognised Rossi himself for his motorcycling achievements and his impact on the global motorbike industry.

“We are proud that Yamaha Motor Europe entrusted us with “One More Lap“, an extraordinary and unrepeatable event, which represented Yamaha‘s final farewell to the legendary Valentino Rossi, as well as the brand’s return to major public events. EICMA, the biggest motorcycle exhibition in the world, was the perfect opportunity to celebrate both of these occasions,” explained Mattia Airoldi, Business Development Director at Connexia. “The relationship between Connexia and Yamaha has strong roots reaching back over 13 years. In addition to managing live experiences, we work with the brand as consultants on digital issues, social media and content production. In the years leading up to “One More Lap“, Connexia has been responsible for the last 8 editions of the Yamaha Motor Global Press Première in Milan, all in conjunction with EICMA, and the last two Pan European Dealer Meetings (Barcelona 2016 and Seville 2019).”

“After 2020 slammed on the brakes, Yamaha‘s presence at EICMA represented our desire to be close to our customers and the two-wheeler community,” noted Paolo Pavesio, Marketing & Motorsport Director at Yamaha Motor Europe.” While the media landscape is increasingly complex, with digital channels playing a growing role, the latter should be used to expand the reach of EICMA events, not replace them… Hundreds of thousands of people flocked to the exhibition in Milan last week, demonstrating a clear enthusiasm for live events. Bringing Rossi to EICMA for the first time, with a main event dedicated to him, was therefore the best way to give fans the opportunity to celebrate a global sports icon and a Yamaha legend. Ultimately, it was this brand partnership that saw Valentino through most of the races and wins in his unparalleled career. In terms of the event, Connexia was a natural choice: their relationship with Yamaha dates back to the time Valentino joined our MotoGP team, they know the brand inside and out, and they have held several highly successful live events with us in the past. Expectations were high, and “One More Lap” definitely did not disappoint. Despite the inclement weather, the event was an unforgettable experience for everyone who attended. And it’s not over yet: we are still working on the post-event PR activities.”

11 November – LEGO Italy, the Danish international company and one of the world’s largest toy manufacturers, has entrusted the independent marketing and communications agency Connexia with the launch of the innovative LEGO Certified Store concept for San Babila in Milan. The protagonist of this creative campaign – the first in Italy – is the exclusive Minifigure Factory.

Thanks to an incredible refit, the result of combining physical and digital elements, the store, which is one of the largest in Italy, has been transformed to offer an innovative experience. The jewel in the crown of the new concept, the Minifigure Factory was designed to celebrate and stimulate creativity through the customisation of the iconic LEGO™ Minifigure in your own image.

The Connexia team, coordinated by Client Director Francesco Marcello Ferrario and Creative Director and Head of Branded Content Riccardo Catagnano, worked alongside LEGO Italy to bring the unmistakable mini-figures to life in a 60″ content with an ironic and engaging storyline. Designed for LEGO Italy’s social media channels, the video embodies the set of values shared by the brand and its communication agency: creativity, inclusivity, and innovation.

In the main scene, set within a lift, the two young protagonists examine their own outfits in confusion. The daring choice of a stylist? No: it is a lover of LEGO bricks who creates and customises their own mini-figure according to their own tastes, expressing their own whims and creativity. In fact, the two boys are nothing more than iconic LEGO Minifigures: as if by magic, they come to life, with features and details chosen carefully by their creator.   “Customisation” is, therefore, the key word of the customer experience created in the new LEGO Store in San Babila, Milan: the only rule is to let your imagination run free.

“Working for LEGO Italy is a familiar and engaging challenge,” explains Riccardo Catagnano, Creative Director & Head of Branded Content at Connexia. “Whether we’re talking about bricks, minifigures, or sets – the real product we are dealing with is the imagination, the ability to build new worlds, more or less from scratch. And that’s what creatives do best.”

The 60″ video made for the launch of Minifigure Factory can be viewed via the following link: Lego Italia

5 November 2021 – HoMedics, a leading American health and wellness brand, relies on Connexia to devise and produce the TV advert dedicated to the new Smoothee IR product, a next-generation smart anti-cellulite product that reproduces a professional massage straight from your own home

On air from 5 November until 26 November, the advert was overseen by the Milan-based communication and marketing agency, which was responsible for devising and developing the creative concept, as well as producing the video content. This was realised by Media House of Connexia, the agency’s in-house CdP.

The new HoMedics advert primarily aims to showcase an innovative cellulite-fighting product that is easy to use, safe and effective.

The footage is modern, fast-paced and engaging and is supported by animated infographics highlighting the product’s features and benefits. The focus of the advert is the home, a bright, clean and orderly environment where the setting includes the pastel shades of Smoothee IR and high-key lighting.

The star of the advert is a modern-day girl struggling with smart working. After one of the day’s many meetings, she lowers the computer screen and gets up. Within seconds, we find her in her underwear ready to use her daily beauty ally. The product is then discussed while being used, through extreme close-ups and fluid, constant camera movements, allowing us to follow treatment stages step-by-step.

“We are delighted with the final results achieved thanks to the support of Connexia, who has partnered with us for some time now including the entire communication part. Smoothee IR is the product that best represents HoMedics’ innovation in the world of massage and beauty devices – explains Dante Cesaro, Marketing Director of HoMedics – We were personally involved in the development of this unique product. Our aim is to offer professional support just like in a beauty parlour, only straight from your own home!”

29 October 2021 – The new mural created by the artist Rosk for Fastweb was unveiled today at 20 Via de Castillia, in the heart of Milan’s lively and modern Isola district. “Close the Gap, Open Your Future“: the concept behind the work, created by the marketing and communications agency Connexia, confirms Fastweb as one of the Italian companies promoting an increasingly inclusive future, and gives the city of Milan a work of art that encompasses values and social commitment.

The work of art, entitled “Close the Gap, Open Your Future” translates the paradox conceived by the creative directors, Anna Vasta and Adriano Aricò, in collaboration with the artist Giulio Rosk: we see two children engaged in the act of closing the gap together, pushing towards each other two walls, which are the two ends of the installation, as if to make the future accessible to all. Faithful to the philosophy of site-specific works, the mural plays with space and context, amplifying the effectiveness of the message within the work: today more than ever we need to make a personal commitment to bridging the gaps that exist – and not only digitally – to allow everyone access to a more equitable, inclusive, and sustainable society, where everyone has the same possibilities and the same right to a future. Closing the gap, the work suggests, means taking a concrete step towards achieving all forms of inclusion.

The mural’s message will also have a life online: by scanning the QR code painted on the wall with their smartphone, viewers will be redirected to www.openyourfuture.it, the digital platform that will host the launch event and will describe the work and the urban redevelopment project at Via De Castillia 20.

Sustainability, creativity, inclusiveness: concepts that come together in complete harmony in the “Close the Gap, Open Your Future” project. The use of Airlite© technology, which is applied like paint, is also integral to the work of art. It will eliminate 30.80 g of NOx per day (equivalent to the emissions produced by 42.8 Euro 6 petrol cars per day) by transforming it into inert salts, and will absorb about 9,512 g of CO2 in the first month of its life.

Connexia’s multidisciplinary team, guided by the Creative Direction of Anna Vasta and Adriano Aricò and by the Client Director Roberta Croce, has been involved in the project since the very first phases of its realisation. From the design of the concept and the consolidation of the artistic and production coordination for its realisation; from the creation of the dedicated digital space to the communication plan for the launch on Fastweb’s social pages.

“We are delighted to have had the opportunity to participate in and contribute to the realisation of such an innovative project, which is the first of its kind. We have been directly involved, confirming once again the solidity and transversality of our collaboration with Fastweb,” explains Massimiliano Trisolino, Managing Partner for Strategy & Creativity at Connexia. “Close the Gap, Open Your Future is a project that harmoniously engages the different essences of the agency in the realisation of a work with a strong legacy that goes beyond its visual impact. We are sure that it will produce a positive effect and a further enrichment of the social and cultural fabric of Isola, which is already a lively and receptive neighbourhood.”

“Today we are giving the city a work of art that we strongly believe in, because of its profound social message,” comments Luca Pacitto, Head of Brand & Communication di Fastweb. “We have chosen street art as an innovative and creative form of communication, whose strong impact can generate awareness of the gaps that still need to be bridged, while also promoting respect for the environment. Fastweb is committed to these issues, driven by the aim of achieving a more connected, more inclusive, and more environmentally sustainable future for all thanks to digital technology”.

Auna di Sotto (BZ), 20th October 2021 – In collaboration with the communication and marketing agency Connexia, Loacker – the South Tyrolean company that is the world market leader in wafers and also specialises in the production of chocolate specialities – is announcing its social media project “A more than good discovery” and giving life to its collaboration with Margot Sikabonyi as a Loacker Brand Ambassador.

The aim of the project is to reinforce the communciation of the new Loacker recipe, with the brand’s constant focus on providing consumers with quality ingredients thanks to its short, controlled supply chain projects relating to the raw ingredients required (hazelnuts, milk, vanilla, and cocoa powder). It also aims to convey Loacker’s commitment to sustainable development all over the world.

Authentic ingredients and sustainability are two fundamentally important pillars around which the company has decided to focus its communication, thanks also to its recent brand relaunch project.

It is with this in mind that Loacker has chosen to reinforce the transmission of these key messages through multi-subject social media content featuring two exceptional protagonists, Margot Sikabonyi and Fabio Raimondi, who is Loacker’s Raw Materials and Product Development Manager, on a journey to discover the origin of Loacker goodness.

 Margot Sikabonyi, Loacker Brand Ambassador

Margot Sikabonyi is an actress (known for her role in the historic Rai TV series “Un medico in famiglia”) as well as a health coach and yoga teacher. She is also a mother who is sensitive to the causes of future generations, as she follows and promotes integral and sustainable values, with a focus on improvement of the individual and the community.

The collaboration between Loacker and Margot Sikabonyi was born from the coming together and sharing of ideals, and from the common focus on issues of environmental and social responsibility, with an ambassadorship campaign that officially kicked off today with the publication of a video designed to convey the new Loacker recipe and the sustainability projects linked to the production of the brand’s strategic raw materials on the company’s social media channels:

• “Italian hazelnut orchards“, for the development of a supply chain for the cultivation of hazelnuts that are 100% Made in Italy;
• “Dolomites Milk“, in collaboration with Brimi, an establishment for the processing of 100% Alpine milk that is GM-free;
• “Bourbon vanilla from Madagascar”, for the sustainable cultivation of high-quality Bourbon vanilla berries in Madagascar, directly collaborating with local farmers and cooperatives;
• “Cocoa farming programme“, a sustainable cultivation programme for cocoa, created in Côte d’Ivoire and Ecuador.

Run entirely by Connexia, the ambassadorship campaign will see Margot Sikabonyi involved with Loacker throughout 2021. In addition, parallel to this project, an influencer marketing campaign will be developed during the month of October, with a focus on the new Loacker recipe for products with a taste that is 100% natural and “more than good”, in line with the claim of the Loacker advert campaign that was launched in September and will run throughout autumn.

“We wanted to reinforce our choice of transparency and authenticity, conveying these messages through our collaboration with Margot Sikabonyi and the involvement of those who personally deal with the process of selecting raw materials for Loacker“, says Giorgio Falsone, who is Digital Manager at Loacker Italy.

“I believe in environmental and cultural sustainability. By sustainability I mean helping each other: we help the land and support it, and it takes care of us. Help and support requires listening, appreciating the value of resources and striving to protect them. I decided to understake this collaboration with Loacker because I admire their sustainability projects and their careful work in the area,” comments Margot Sikabonyi. “The ingredients that are used are valued and protected in a supply chain that begins with taking care of the raw materials and ends with the finished product. This is a “more than good” project, which I am delighted to be joining.”

12 October 2021 –  Yumi and Connexia have entered into a wide-ranging collaboration which will see the Milan-based communication and marketing agency adopt innovative platform Yumi as part of  an experimental project aimed at developing people, partners and associates. It is another new move by Connexia, consistent with the approach to listening and feedback culture that they have practised for many years, combined with continuous research into the correct work-life balance and building an open and collaborative working environment. All the initiatives are aimed at guaranteeing colleagues’ wellbeing, and that openness to experimenting with processes and new ways of interacting is the perfect environment in which to adopt a tool such as Yumi.

Yumi is a platform aimed at individuals and companies, designed to  encourage the adoption of new values and behaviours in work teams by implementing a new paradigm within companies: that of “nudging”, or a “gentle push”,  to positively influence group and individual decision-making more effectively than dictates or direct instructions.

Essentially, the Yumi platform allows Connexia work team members to monitor and improve their own working experience. Like a personal assistant, Yumi helps everyone to capture the key elements of their working day, to reflect on gaps and misalignments and to evaluate insights and suggestions for growth. All completely anonymously. After aggregating the user-generated data, the algorithms developed by Yumi can then provide Connexia, HR and team leaders with  a detailed snapshot of the internal dynamics of the different teams.

“We are pleased to announce a new collaboration with a dynamic and innovative company like Connexia,” said Emanuele Scotti, CEO and Co-founder of Yumi. “We know that in Connexia we have found a partner who is in sync with Yumi’s approach, who understands the importance of data, measuring data and using it to optimise comparison and internal evaluation processes. We can’t wait to start on a journey that will deliver concrete benefits for both parties.”

“The new concept of hybrid working, i.e. a combination of working from home and in the office, has accelerated the use of remote collaboration technologies amongst others.

It was this scenario that gave rise to our desire, particularly given the agency’s growth, to introduce a tool for exchanging feedback, insights and suggestions, which would, on the one hand, compensate for no longer meeting up in the office five days a week and, on the other, chart and strengthen constructive and positive interactions between colleagues, even remotely,” said Paolo d’Ammassa, CEO and Founding Partner of Connexia.  “We chose Yumi, who  perfectly interpret what we had in mind, and for us it is a completely innovative tool to better understand the internal dynamics of our teams.”

October 4th, 2021 – After a tender involving several key industry players, Collistar, an unparalleled leading Italian beauty and perfume brand, has commissioned Connexia as their exclusive creative development partner for marketing all of the brand’s lines.

Founded in Milan in 1983 and quickly becoming a paragon of excellence worldwide, Collistar owes its success to its continuous pursuit of quality and innovation, as well as its firm commitment to “sustainable beauty”. The Connexia team, under the creative direction of Clio Zippel and client management of Stefania Predoti, will work alongside Collistar and their Creative Director Michael Loos to reposition the brand with marketing aimed at the women of today who find themselves facing new situations and new routines, rethinking everything from working from home to “free time”.

“We’re excited that Collistar, an iconic Italian brand renowned worldwide, has chosen us to support their company in setting out a marketing strategy for their flagship products targeted at women. – says Stefano Ardito, Connexia’s Chief Growth Officer – And we’re even more pleased with the synergies that have emerged within our team, already well-adjusted to working on product campaign projects that have come online over the last few months, which allows fresh ideas and innovations to be generated for all the brand’s touchpoints (both ATL and BTL) and across the entire marketing plan.”

28 September 2021 – in addition to the widely debated 5G, other ‘conspiracy hypotheses’ are emerging in Buondì Motta’s new campaign: but is there really an unlikely link between chemical trails, moon landings, suspected ‘undercover’ operations and Motta’s most mocking Buondì?! Really??

 Produced by Akita Film and planned by PHD Media, the integrated multi-subject campaign, the brain child of the communication agency Connexia, is set to return to the TV from 26 September to 13 November on the major TV channels.

The outlandish theories of the well-known conspiracy theorist, who barges in on the classic tasty and light breakfast, will also be the focus of a planned online and social campaign and a digital PR campaign with a witty and young tone of voice, in line with the creative concept of the campaign: the conspiracy, of course! The influencer marketing operation was developed by Noesis Group, which also provided PR support.

What if you could win great prizes with Buondì Motta?

Conspiracy?

Complot?

Neither one nor the other! That’s because, from 28 September 2021 to 15 January 2022, it will be possible to participate in the new competition entitled “Believe in the Competition, not iComplots” and try your luck at winning one of the Apple iPHONE 12 64gb up for grabs every day.

All you have to do is buy a 6-pack of the Buondì Motta range (you can choose from the variants: Classic, Apricot, Cocoa, Cherry, Chocolate, Wholewheat and Cocoa&Cream), then register on the website concorso.buondi.it (or simply log in if you have already registered), then, in the form provided, insert the unique code you find inside the pack.

Thanks to the Instant Win mode, valid from 28th September to 22nd November 2021, you will be able to find out immediately if you are one of the lucky winners of one of the Apple IPHONE 12 64gb up for grabs every day.

But if you don’t “iWin”, it’s not the end of the world! All participants who have not been lucky will have the chance to take part in the final draw and try to win one of the Apple IPHONE 12 64gb still available.

All you have to do is buy Buondì Motta and try to take on the #BreakfastPlot with a helping hand from Lady Luck!

To see the new themes: Youtube

27 September 2021 – Pompea, an Italian company founded in Medole, Mantova province, is kicking off a new era of comfort in the underwear and hosiery market with the launch of “The Real Comfort” rebranding compaign.

The project, which includes the launch of a comprehensive marketing strategy, aims to reposition Pompea as brand leader in trendy comfortwear, with quality products that are affordable, suitable for everyone and environmentally friendly. The familiar yet genuine brand is getting a new look with a new logo, the historic shield. This once represented security and defence, but is becoming a half shield over the letters “mp” in “Pompea” in a visual nod to a house, symbolising safety, comfort and daily intimacy, core values for the brand.

First and foremost, the new strategy has planned a redefinition of what products should be sold by redesigning the entire stockings and hosiery collection (men’s and women’s), drawing on Pompea’s expertise spanning ten years. In particular, the development of the Seamless, Comfort size, Eco-friendly and Cotton Planet lines and the entire collection of men’s and women’s hosiery has resulted from carefully selecting the materials, all of which feature the Italian polyamide produced by Fulgar, and collaborating with The LYCRA Company to use the new LYCRA® ADAPTIV fibre. Pompea is actually the first company in Europe to employ this technology and use the brand name LYCRA® ADAPTIV for its products. Adaptability and extreme wearability are the key pillars that have brought about Pompea’s two breakthrough technologies, the Comfort Size and Eco-Friendly lines, which cater to young, trend-conscious consumers mindful of how/where their goods were produced.

In particular, thanks to the Comfort Size products, the classic Pompea underwear is becoming size-inclusive. This is because the LYCRA® ADAPTIV fibre and anatomical design makes clothing extremely stretchy, helping it not to weigh down your body and fit without feeling constrictive. The Eco-friendly line also includes breakthrough technology from  Pompea, namely recycled yarns Made in Italy, like the Q Nova® fibre by Fulgar, which reflects the company’s particular attention to green issues. The short supply chain makes it possible to create “0 km” underwear, saving water and CO2 emissions in the environment.

Mass distribution

Thinking in particular of mass distribution, Pompea has planned for the underwear collections to be presented in new packs made entirely from sustainable SFC-certified material, following the same philosophy as the products. The decision to switch from “disposable” hanger to pack reflects the demands of contemporary consumers, who demand safety as well as greater protection for the garment.

Again with a view to improving transparency towards the consumer, Pompea has designed “speaking” packs,  which interact with e-commerce.  The back of each package features a QR-code that links to a product specification with information on the materials and on how and where each item was made. Called the MP traceability system by the company, this rating system goes from 0 to 100 depending on the raw material used, how the product was made, packaging, proximity and shipping. In the case of hosiery, too, the outer pack is made from sustainable material, while the plastic casing is made from recycled material.

ONLINE AND OFFLINE DISTRIBUTION STRATEGY

As part of a total rebranding, which expresses the new era of trendy comfortwear, Pompea has also given thought to how to restyle the new e-commerce service and the new image of stores. With its dedicated editorial content, the Pompea site appears more dynamic. Moreover, transparency of information clearly forms the foundations of the new Pompea path is forging from here to the next few years. In addition to informative interactivity, expressed through the product identity card, Pompea wants to involve the customer in a clothing experience through video content. In this, each garment is shown worn to highlight how the product actually fits on the front and back. For the new online store, Pompea has decided to use Shopify, a leading global trading company.

The new image of stores also reflects the key concepts of familiarity and everyday life that are so dear to Pompea: well-lit rooms with a clean, refined style, with natural colours and a separation of spaces where lines and their unique features play a leading role. Moreover, Pompea stores are becoming real hubs of innovation where customers can encounter experimentation such as the tracksuit line or the swimwear line, offered only in-house or on the e-commerce platform. In this regard, the company’s strategy has already planned two new shop openings in July in Roman Termini and Roncone, while the opening of the La Reggia outlet in Marcinise (CE) is scheduled for October.

Pompea’s rebranding is also expressed in the concept underpinning the entire creative campaign managed  by the communications and marketing agency Connexia. Developed on several fronts – digital campaign, press campaign and social media channels – the campaign hinges on four of the Pompea lines: underwear, basic hosiery and the two breakthrough technologies, the Comfort Size collection and the Eco-friendly one. Immersed in a domestic environment, with soft lighting and natural colours, the protagonists live their daily lives without constraints, wearing comfortable clothes that adapt to their bodies thanks to their extreme stretchiness. The campaign conveys “The Real Comfort”, a new tag line with which the company wants to underline how, despite life being complicated, changeable and busy, taking it easy isn’t actually that difficult: all you need to do is wear comfortable clothes that make you feel at ease.  The models selected by Pompea represent different facets of life, in terms of both size and the way they express their personalities. However, all have one thing in common: they face everyday life with a positive, authentic and, above all, spontaneous attitude. This is precisely what Pompea’s “The Real Comfort” has to offer: a light and easy way of living that makes life more comfortable and relaxed. Thanks to superior comfort and the new design of Pompea products, anyone is able to get comfortable and face everyday challenges naturally and spontaneously, not forgetting the attention to environmental and social issues.

The social media communications  in particular will be mainly through Instagram and Facebook channels, but there will also be content for TikTok. The focus is on having fun and on diversity but chiefly on the everyday life of each subject represented. There’s no shortage of smiles, tattoos and that touch of normality which we often miss when it comes to underwear.

 

Video campaign new Pompea underwear collection

Video campaign new Eco-friendly collection

Video campaign new Comfort Size Pompea collection

Video campaign new Collant Pompea collection

 

“We are happy to finally be able to communicate Pompea’s new era to customers and stakeholders” – affirms Marica Garosi, President of Pompea. Aware of the brand’s history, which led the way in the world of underwear and hosiery in the 1990s, our aim is to look to the future and to customers’ new needs, with a careful eye to sustainability so we become the benchmark for new trendy comfortwear”.

27 September 2021 – Coca Cola has launched its Coca-Cola Italiana di Fatto  campaign to present the data from the study carried out by the SDA Bocconi School of Management, which describes the economic, employment, and social impact of the Coca-Cola System in Italy, which includes Coca-Cola Italia, Coca-Cola HBC Italia and Sibeg.

The campaign will offer insight into the impact of these companies in our country, from which it is possible to gain an overview of the overall results achieved both at national level and in the regions where they have offices and plants: Lombardy, Veneto, Abruzzo, Campania, Basilicata, Sicily, and, with the acquisition of the Lurisia brand in 2019, Piedmont. This year the research takes on an even greater importance in light of the impact of Covid-19 on the entire supply chain, which has further highlighted the deep ties that have tied Coca-Cola to Italy for over 90 years.

Coca-Cola Italiana di Fatto will be presented through different touchpoints, divided into media, web, and instore materials. It will be live from Friday 24 September, with a print campaign in national and local newspapers and a video in seven 15” versions on the main national and local TV stations, on the web and on social media channels. The impact of Coca-Cola in Italy will be described by Monica, Andrea, Lucrezia, Marcello, Giulia and Carlo, who are employees of Coca-Cola and the protagonists of the campaign. Their smiles will accompany the most relevant data that highlights the leading role of Coca-Cola in the socio-economic fabric of the country, with a focus on the Ho.Re.Ca channel, which is among those most affected by the health emergency, and Veneto, Campania and Sicily, where some of the company’s plants are located.

At the same time, https://www.coca-colaitalia.it/in-italia/italiana-di-fatto/nazionale  will be launched. This website is dedicated to the study, and visitors can consult the most important figures and download the complete document and regional focuses. The site will also be accessible through the QR code that will be present on all press materials and on a limited edition of the 1-litre Coca-Cola bottle (on sale at the main distribution chains), in addition to dedicated in-store communication.

The Ho.Re.Ca channel will also play a fundamental role in the campaign. Coca-Cola wants to raise awareness of its initiatives to support one of the sectors most affected by the health emergency, conveying its messages through the materials most used by the channel, such as delivery bags, pizza boxes, and supermarket pendulums.

Conceived by the creative direction of Anna Vasta and Adriano Aricò of the Connexia communication agency, the campaign was planned by MediaCom, which has programmed a multimedia plan that includes TV, press, and digital materials. The press office is managed by SecNewgate.