Back 24 January 2023

Lines presents the new Seta Ultra with revolutionary perfectly interlocking wings. The new campaign created by Armando Testa takes off.

Lines presents the new Seta Ultra with revolutionary perfectly interlocking wings. The new campaign created by Armando Testa takes off.

Lines has redesigned the wings of their new Seta Ultra and so has become a pioneer of a long-awaited innovation. The “perfectly interlocking wings” feature in the new integrated campaign, on air since 22 January created by Armando Testa.

Milan, 24 January 2023 – Lines, the Fater brand, has pushed innovation by creating the exclusive sanitary pad with “perfectly interlocking wings” that fit together without overlapping. The distinctive features of the new Lines Seta Ultra are that the pads are much easier to use and remove with maximum adherence to panties.

“Listening to women’s needs and being by their side in everyday life is what Lines has always been committed to – comments Ione Volpe, FemCare & AdultCare Marketing Director of Fater – That’s why we are constantly developing innovative and increasingly efficient products, such as Lines Seta Ultra with Perfectly Interlocking Wings. Furthermore – continues Ione Volpe – we’ve collaborated with young artists for the restyling of the pouches in order to keep the dialogue on gender stereotypes alive and fight taboos of menstruation and sanitary pads as something to be hidden away .”

This innovation was the source for the idea of the new omni-channel campaign created by the Armando Testa agency. Creativity starts off from a simple human truth we can all identify with: there are certain things in life that should never come together. Like, for example, pizza margherita and pineapple, your new vegetarian boyfriend and grandma’s turkey for Sunday lunch or the wings of a sanitary pad, and that’s a fact. William9 was the director behind an authentic story and with a distinctly ironic tone of voice, which succeeds in presenting the problem from a unique perspective and introducing the solution in a fresh and pop way, also thanks to the innovative 3D demo dedicated entirely to the new product feature, the unique design of the wings.

“Lines has always been an innovative brand that lets you work creatively in a strong and strategic way – comments Georgia Ferraro Executive Creative Director of Armando Testa. And today, product innovation is very important in your life when you’ve got your period so creating a modern and bold campaign was even easier for us. We had fun devising an integrated digital, social and TV project where not only our young target could recognize themselves, but which was also able to bring a smile thanks to its fresh and ironic tone.”

Lines will showcase the new graphics of the pouches for this important innovation. They were designed by Francesca Gasparri, a young designer who won a competition promoted by LINES for the main Italian design schools and their students.

The campaign was planned by Media Italia and produced by Mercurio. It is developed in two 20″ TV subjects, airing from January 22nd, which join a digital and social campaign conceived from a native perspective for Spotify, Meta and Google platforms. Furthermore, on TikTok, the concept will be enriched by original contents from the Gemels (@legemels).


Fater Marketing Team – Lines
General Manager: Antonio Fazzari
FemCare & AdultCare Marketing Director Fater: Ione Volpe
Head of Marketing Pads&Tampons: Mariaelena D’Ippolito
Brand Manager Lines Pads: Mariana De Simone

Agency: Armando Testa
Executive Creative Directors: Georgia Ferraro, Nicola Cellemme
Creative Team: Lorenzo Blangiardo, Wanda Napoletano, Chiara Panattoni, Carlotta Gilardi.
Social Media Manager: Eleonora Valerisce
Account Team: Raffaele Reinerio, Cristina Omenetto, Arianna Cipolloni

Production Company
Production Company: Mercurio
Director: William9

Media Centre: Media Italia

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