Italian Health Brand Esoxx One Takes On Gastroesophageal Reflux

​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 emphasises 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.