We have created the communication strategy for Almagea® MAN FORMULA +, a new product in the portfolio of a Croatian food supplement company and our client Almagea.
Almagea® MAN FORMULA + is a new generation of powdered nutritional supplements with an innovative formulation, which contains amino acids, minerals, vitamins and antioxidants, designed to support the intimate health and fertility of men.
We have analyzed the competition within the industry and noticed that the market is dominated by communication filled with exaggerated humor or "cheeky" macho messages. These messages seemed to further contribute to creating a sense of shame and withdrawal, instead of helping the customers cope with the situation.
On the other hand, global brands have long abandoned this type of communication and no longer approach erectile dysfunction and infertility as a taboo topic, but rather proactively make customers aware that a solution exists.
The research resulted in the insight "Men Don't Want to Talk About it", which guided us in creating communication and key headline of the campaign “Formula tailored for man" and the sub-headlines "For Men's Sexual Health and Reproductive Function." The headline indicates the name of the product and its innovative formula, while the sub-headline wants to indicate to the customer what the product is intended for.
We wanted to create real, lively communication where the brand refers to customers with understanding, encouraging, professionalism, and a positive attitude. Our goal was to foster a sense of calmness, health, and customer satisfaction.
To further help educate customers and contribute to a professional brand image, communication is further enhanced by real statistics that illuminate and expose taboos related to this topic. For instance, did you know that only every 8 couple decides to actively treat infertility or that as many as 50% of men aged 55-59 suffer from some form of erectile dysfunction?
From the same concept came the key visual of a campaign depicting a tree of a lavish canopy with solid roots, and the symbol of the Roman god Mars, which is traditionally used to represent the male sex.
The tree symbolizes fertility, strength, persistence, and potency, and in the context of the product, it additionally evokes connotations of uprightness and firmness (erectile dysfunction), and growth, leafing, fruit growing (infertility).