The campaign, whose rate card is 11.5 million euros was framed by Mather Communications and will be carried out in 35-seconds ad spots aired by the main TV channels in Romania, in October-December interval. The media plan is developed by Mediacom and PR campaign was implemented by Free Communication.

The campaign targets national public aged 25 to 55 to current consumers, but also to those who are not yet loyal customers of the brand. Selection of TV as basic communication mean for Algocalmin messages lays in the company’s intention to reach a higher number of consumers.

The team in charge with the campaign includes Ciprian Tudor (Associate Creative Director), Donald Simionoiu (Senior Art Director), Oana Boghici (AV Producer), Daniela Ioan (Account Manager) si Alexandra Murray (Group Account Director).

Algocalmin drug holds a 22% market share. Together with Antinevralgic, the drug holds a third of local OTCs. Approximately 1 million units of Algocalmin are sold monthly.

Zentiva group has over 6,000 employees and holds upstream units in Czech, Slovakia, Romania and Turkey. Zentiva’s shares are traded at stock markets in Prague and London.

Majority shareholders of Zentiva are Sanofi-Aventis Group (24,9%), Generali PPF Holding B.V. (21,6%), Belviport Trading Ltd (10,1%) and Fervent Holdings Limited (7,6%).