Ricavi e investimenti in crescita per il marchio di Artsana
Group, che pianifica le sue campagna adv con Equinox
Chicco torna a investire nella puericultura infantile e lo fa con Step Up. Il marchio di Artsana Group lancia sul mercato un nuovo biberon caratterizzato da tre tettarelle evolutive di forme diverse, che permettono di assecondare il naturale istinto di mangiare del bambino, che evolve col passare dei mesi dalla spremitura alla vera e propria aspirazione. Il nuovo progetto della società, nato in Italia e in partenza in tutto il mondo, godrà di un lancio pubblicitario al momento ancora in fase di definizione, spiega la marketing manager Nursing Paola Merlo, di cui si stanno occupando l’agenzia creativa McCann Erickon e il centro media Equinox. «La campagna prenderà il via dal mese di marzo, con il coinvolgimento di stampa e web, e probabilmente anche della televisione. A differenza di altre creatività di Chicco, la campagna Step Up avrà per protagonista un uomo, proprio per sottolineare la facilità d’uso del nuovo biberon». La creatività web sarà curata da Artefice, una delle diverse agenzie a cui il marchio si affida sul fronte dell’online. Nessuna indicazione sul budget di lancio, anche se, precisa la manager, si tratta di un investimento molto importante per la marca. Paola ì Merlo annuncia invece che Chicco ha chiuso il 2010 con ricavi ed investimenti in comunicazionein crescita, una tendenza confermata anche per quest’anno. Sul fronte delle altre attività di comunicazione, è previsto nel corso dell’anno il ritorno della campagna di brand lanciata la passata stagione, mentre è in quesi giorni su stampa la nuova linea di cosmetici naturali.
A partire da aprile sarà la volta poi della campagna di lancio del Baby Pappa, la novità realizzata in partnership con De Longhi che sarà in vendita dal mese di marzo. In questo casa la campagna verterà su stampa e web.
(Andrea Salvadori)
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