The pharmaceutical company Meda wants to launch an innovative product in Italy, to combat lice
and nits, and include it in its Aftir line of anti-lice products.
The new name, Aftir Duo, has been developed
to emphasise the particular characteristics of the product, the only one that has a double action.
The new packaging system recaptures the family feeling of the Aftir product range, but with the addition of the louse cartoon character, which has become a key element of the whole communication.
The product’s launch is accompanied by a double communication at the sales outlet, by a substantial advertising campaign on the radio, television
and in magazines, and with a final competition
for children.

Brand identity
Brand name
POP material
Packaging design
Advertising