Dermomed My Moment: new outdoor and digital campaign for Naples and Southern Italy
(Padua, Italy) Dermomed is launching a new summer advertising campaign to promote its shower gels, with a strategy targeted at women and a focus on the Campania, Puglia, and Sicily regions – key markets for the brand.
At the heart of the initiative is an OOH (out-of-home) campaign in Naples, featuring bus shelters and buses, which suggests a moment of pause and well-being right in the midst of the city’s hustle and bustle. The headline “Dermomed My Moment. The shower gel that captures sensations.” accompanies the image of a woman in a rejuvenating ritual – an invitation to take care of oneself, even if just for a moment.
The campaign includes displays on over 190 strategically located bus shelters across the city, as well as branded buses – 30 vehicles with side panels. This widespread presence enhances Dermomed’s brand identity, characterised by a soft colour palette, original fragrances that evoke sensations, a moisturising formula, and the promise of a daily moment of well-being. The campaign highlights the most popular products in the area: Relax with Iris, Caress with Almond, Freshness with White Musk, and Sensuality with Argan.
The OOH campaign is part of a broader traditional and digital multi-platform plan, developed by the agency Fornace, which includes partnerships with local micro-influencers and UGC creators, content on TikTok and Instagram, as well as geo-targeted digital advertising in Campania, Sicily and Puglia. These include high-visibility formats and calls to action for purchase.
Sergio Ristagno, partner at Fornace, comments: “We are currently working to support distribution and sales in key areas. Digital communication tools allow us to be highly precise in conveying our messages, and we are confident of achieving excellent results with very targeted investments.”
The strategy also includes addressable TV and digital campaigns on Meta and YouTube in the same regions. These initiatives are integrated with the national plan, which includes advertising campaigns and digital activity such as programmatic advertising with Teads, native content, and product placement in the TV show Caduta Libera.
Monica Rigoni, Marketing Director at Italchimica – the company that owns the Dermomed brand – adds: “With this targeted and integrated strategy, Dermomed aims to strengthen its brand awareness in Southern Italy, reaching its audience where they live and move. At a time when the summer heat and city frenzy increase the need for self-care and well-being, even in the shower, this message becomes even more relevant and desired.”