{"id":6069,"date":"2022-10-21T13:30:14","date_gmt":"2022-10-21T11:30:14","guid":{"rendered":"https:\/\/newsroom.armandotesta.it\/chi-lo-usa-lo-sa-nessun-assorbente-e-come-lines-e-lo-dicono-le-brand-lovers-firma-armando-testa\/"},"modified":"2022-10-21T13:40:23","modified_gmt":"2022-10-21T11:40:23","slug":"chi-lo-usa-lo-sa-nessun-assorbente-e-come-lines-e-lo-dicono-le-brand-lovers-firma-armando-testa","status":"publish","type":"post","link":"https:\/\/newsroom.armandotesta.it\/en\/chi-lo-usa-lo-sa-nessun-assorbente-e-come-lines-e-lo-dicono-le-brand-lovers-firma-armando-testa\/","title":{"rendered":"If you use it, you know: there\u2019s no sanitary pad like Lines \u00e8. That\u2019s what brand lovers say. Created by Armando Testa."},"content":{"rendered":"\n

Can a\nsanitary pad be more than just a sanitary pad? It certainly can, if it is Lines \u00e8<\/strong><\/p>\n\n\n\n

And who\nbetter to confirm this than the women who actually use them?<\/p>\n\n\n\n

Starting\nfrom this insight Lines \u00e8 <\/strong>is\ncommunicating again thanks to the creativity of the Armando<\/strong> Testa<\/strong> agency,\nwith an integrated campaign, entirely dedicated to product storytelling and\nuser experience.<\/p>\n\n\n\n

Lines \u00e8 lovers<\/strong> are the\nones who, with their spontaneous simplicity, explain to us why Lines \u00e8 cannot be compared to all other sanitary protection.\nThese are four real testimonials who love the pads because they offer something\nmore than other competitors on the market. Lines \u00e8 is actually the most innovative because it is the\nonly one made of Lactifless, it is the most absorbent and now also has extra\nodour protection. <\/p>\n\n\n\n

The tone of\nvoice is dynamic, colourful and modern treatment as the four protagonists\ndescribe their experience with Lines \u00e8, without forgetting its special\nfeatures. This is a new approach for the brand both in describing the product –\nwith a look and feel that\u2019s almost high tech – and relating to their audience.<\/p>\n\n\n\n

\u00ab This campaign returns to the format of using real\ntestimonials and demonstrates that LINES approach to constantly listening to\nwomen to understand the different needs they express is real – says Ione Volpe, FemCare & AdultCare\nMarketing Director <\/em>– As a brand we use our research to listen to around\n10,000 women every year and the indications we receive guide the development of\nincreasingly innovative and high performing products and direct our commitment\nto support women for female empowerment and in the fight against gender\nstereotypes \u00bb<\/p>\n\n\n\n

The claim states: “It is more than a sanitary pad, it is Lines \u00e8”. The new campaign is on air and consists of two 20” TV subjects, one dedicated to the night time product, plus a related digital and social campaign. Native content will also be published on Tik Tok, developed by the young creator Camilla Fracasso, one of the four protagonists.<\/p>\n\n\n\n

In addition,\nthis campaign also offers an opportunity to launch something new: a completely revised\nlogo animation that will be featured in all forthcoming brand communications.\nThe famous framed woman’s eyes – always been an unmistakable symbol of Lines \u2013 have\nfinally come to life today. From one campaign to another they will be the\nconcrete representation of the different eyes of Lines women, to create an even\nmore empathic bond with all consumers and to reaffirm how much the brand is on\ntheir side.<\/p>\n\n\n\n

Planning entrusted to Media Italia. Production by\nArmando Testa Studios directed by Valentina Be. <\/p>\n\n\n\n

Credits<\/p>\n\n\n\n

Fater Marketing Team\u2013 Lines<\/p>\n\n\n\n

\u2022 General Manager: Antonio Fazzari<\/p>\n\n\n\n

\u2022 Marketing Director: Ione Volpe<\/p>\n\n\n\n

\u2022 Head of Marketing Lines & Tampax: Mariaelena\nD\u2019Ippolito<\/p>\n\n\n\n

\u2022 Brand and Digital Manager: Michela Iampieri\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/p>\n\n\n\n

Agency: Armando Testa<\/p>\n\n\n\n

\u2022 Executive Creative Directors: Georgia Ferraro, Nicola Cellemme<\/p>\n\n\n\n

\u2022 Creative Team: Chiara Panattoni, Carlotta Gilardi, Lorenzo Blangiardo, Wanda Napoletano<\/p>\n\n\n\n

\u2022 Account Team: Raffaele Reinerio, Cristina Omenetto, Arianna Cipolloni<\/p>\n\n\n\n

Production Company<\/p>\n\n\n\n

Production Company: Armando Testa Studios<\/p>\n\n\n\n

Director: Valentina Be<\/p>\n\n\n\n

Media Centre: Media Italia  <\/p>\n\n\n\n

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