Always by your side, with the strength of an embrace”: this is the claim that summarises the message of Angelini Industries’ first corporate campaign created by Armando Testa.
From Tachipirina to Lines, from Amuchina to Pampers, not forgetting Ace, Thermacare, the perfumes, the great Bertani wines and Fameccanica’s industrial technology, there’s one common thread that unites the diversified universe of Angelini Industries: a desire to take care of individuals and families in their everyday lives.
In the TV commercial – as well as in the print and digital versions – we can find this fil rouge in scenes of domestic life, where taking care is often a simple gesture: a caress, a knowing look, a smile, a kiss, a hug. Gestures of love and closeness, along with some of Angelini Industries’ most iconic products, which have brought it such success in over 100 years of history, but which are not always associated with this multinational which has branches in 26 countries all over the world.
The choice of the soundtrack “Ti voglio tanto bene” by Gianna Nannini makes the message of “caring” even stronger and more effective.
This is a new and unexpected Angelini, as described by Armando Testa, also when we bear in mind the extensive rebranding work with the name, logo and payoff all being refreshed: Industry of Care.
Year 2022