Lipovir: A new image for a familiar face

Lipovir, now distributed by Towa Pharmaceutical Portugal since November 2024, is an invisible gel treatment for cold sores. The product cares for the lips and provides immediate relief from pain and discomfort. Its innovative technology ensures maximum efficacy, while the gel acts as a transparent film that offers a fresh and pleasant sensation, protecting the lips from the first application, in a practical and discreet way.

The main challenge was to develop and implement a communication strategy to relaunch Lipovir, with its new image, in Portuguese pharmacies. It was crucial to communicate its multiple competitive advantages—innovative technology, immediate relief, and discretion—and ensure that the new communication pieces were consistent and impactful across all channels, from the physical point of sale to digital platforms.

Based on the new image, we developed a set of communication pieces for the Lipovir relaunch. Our approach focused on creating materials that conveyed the message clearly and visually appealingly, reinforcing the product's positioning as the complete solution: effective, immediately soothing, and, above all, discreet. We produced digital mupis for pharmacies, banners for online advertising, social media assets, a press ad, and a countertop display to present the product in pharmacies. All materials were created with a unified visual and narrative language, ensuring the campaign's cohesion across all consumer touchpoints.