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← Torna a IdeeOgilvy Italy launches Alfasigma’s first international consumer campaign for Esoxx One.
Milan, November 13, 2025 - Ogilvy Italy has rolled out Alfasigma’s first-ever Global consumer healthcare campaign, marking a significant milestone for Esoxx One. The campaign introduces Esoxx One, a unique, innovative and scientifically proven formula designed to treat gastroesophageal reflux, to the global public for the first time.
Designed to increase awareness and understanding of Esoxx One, the campaign emphasizes the product’s unique scientific approach and triple-action formula. In a market crowded with established players, Esoxx One sets itself apart with a level of efficacy and medical advancement that addresses not just symptoms, but also protects and repairs the oesophageal mucosa, which is key to properly treating reflux.
The campaign is built around a key insight: reflux symptoms don’t just involve the stomach, but they also significantly affect the oesophagus. Yet many sufferers are unaware of this connection. To bring this insight to life, a character design approach was developed to dramatize the issue while making reflux a beatable antagonist. This creative device helps make a complex medical problem both relatable and solvable.
Strategy and creative development were entrusted to Ogilvy Italy, selected after a competitive pitch. VA Consulting supported Alfasigma throughout the pitch and production phases, while Akita was responsible for the campaign's production.
Going beyond the symptom alleviation into healing dimension. Esoxx One is a medical device with a mechanical action that allows to rapidly reduce symptoms related to gastro-oesophageal reflux such as: pyrosis, epigastric pain, acid regurgitation, irritating cough, dysphonia.
Unique and scientifically proven Esoxx One is a hyaluronic acid, chondroitin sulphate and poloxamer 407 complex, that protects the gastro-oesophageal mucous membrane with an original and innovative mechanism.
The presence of a highly bioadhesive component, poloxamer 407, in the formulation of Esoxx One, allows the hyaluronic acid and chondroitin sulphate to stay on the surface of the oesophageal wall, thus contributing to the protective effect against the action of the hydrochloric acid produced by the stomach. Chondroitin sulphate also has an action that promotes healing process of the gastro-oesophageal mucosa.
This initiative represents Alfasigma’s commitment to innovation in the gastro-intestinal area and its growing focus on communicating effectively with consumers in the healthcare space.
Credits
Agency: Ogilvy Italy
President and Chief Creative Officer: Giuseppe Mastromatteo
Creative Directors: Giordano Curreri, Marco Geranzani
Senior Copywriter: Marco Raponi
Senior Art Director: Giovanni Torraco
Head of Strategy: Luca Tapognani
Strategist: Giulia Fenaroli
Head of Health: Francesco Gatti
Account Supervisor: Maurizio Cambianica
Production Company: Akita Film
Executive producer: Davide Rizzi
Producer: Sonia Sassella
Director: Valentina Be
DOP: Marco Bassano
Set Design: Alessandra Cantoni
Costume Designer: Aurora Zaltieri
Editor: Marcello Saurino
Video Postproduction: Edi Effetti digitali
Audio Postproduction: Sample
Advisor: VA Consulting
COO: Stefano Arbitrio
CPO: Alessandra Pasquini
Production Advisor: Raffaella Scarpetti
Marketing Advisor: Matteo Siffredi
Client: Alfasigma
About Ogilvy
Ogilvy has been creating impact for brands through iconic, culture-changing, value-driving ideas since the company was founded by David Ogilvy 75 years ago. It builds on that rich legacy through Borderless Creativity – innovating at the intersections of its advertising, public relations, relationship design, consulting, and health capabilities with experts collaborating seamlessly across more than 120 offices spanning 90 countries. Ogilvy currently ranks as the #1 global agency network for creative excellence and effectiveness by WARC, signifying its ability to deliver creative solutions that drive unreasonable impact for clients and communities. Ogilvy is a WPP company (NYSE: WPP). For more information, visit our website, or follow us on Linkedin, Facebook, Instagram and Twitter .
Media Contacts:
Silvia Corbetta
+39 349 7667010