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How we successfully launched a new product
Algohox is the latest innovation from the pharmaceutical company Algotech, a pioneering cooling gel in a practical roll-on format, designed to provide rapid, natural reduction of body temperature without alcohol and without causing skin irritation, ideal for babies and young children.
RISTART led the full strategic design and nationwide activation of the launch campaign, introducing a highly specialised product that works alongside antipyretics, offering immediate relief in the moments when parents need it most.
The Challenge
Transforming a long-standing habit into a new buying behaviour
Algohox entered a market unfamiliar with both the product and its category. Parents experience an urgent need for a solution when their child’s fever rises, yet they instinctively turn to long-standing, familiar methods like cold compresses.
The opportunity was significant, but so was the challenge: we needed to educate the market from the ground up, shift an entrenched behaviour, and build trust with parents from the very first interaction.
With zero initial awareness, the product required a fast, targeted, and fully synchronised presence across digital channels to ensure immediate understanding and stimulate demand in pharmacies throughout Greece.
Strategic approach
Turning an unknown product into parents’ first choice
Grounded in key consumer insights, we developed a communication framework focused on the role of Algohox as a natural, immediate source of relief between antipyretic doses and in moments when medication is not yet recommended.
Our messaging was built on the product’s scientific credibility and its ability to cool the skin quickly and safely. We defined three core communication pillars:
• Safety for baby and child skin
• Fast and effective relief
• Simple, practical use for every parent
Creative concept
Proving the power of innovation through insight-driven storytelling
The creative idea draws on a familiar, timeless scene: a grandmother suggesting traditional cold compresses to reduce fever. This moment serves as a connection to the past a symbol of care that parents recognise, but one that no longer meets today’s demands.
The mother responds in a relatable, modern way, reflecting the mindset of today’s parents: care evolves, and so should the solutions we rely on.
Algohox becomes the modern, scientifically proven alternative. Without dismissing traditional methods, it clearly demonstrates that there is now a safer, faster, and more effective option. The interplay between generations builds narrative tension and leads to a simple conclusion. Parents today need a solution that works immediately and safely, as many times as needed.
Warm, familiar visuals reinforce the sense of trust within the household, while the product’s functional attributes appear naturally within the storytelling, allowing the transition from “cold compress” to Algohox to feel effortless, intuitive, and persuasive.
360° Activation & Market Education
A Fully integrated communication ecosystem
For a product category virtually unknown to the general public, success cannot rely on visibility alone, it requires structured market education. We designed and deployed a comprehensive digital ecosystem that worked simultaneously on awareness, understanding, and conversion, turning first-touch communication into immediate product adoption.
The main launch film introduced Algohox into the everyday home environment, supported by promotional banners that amplified reach and messaging consistency.
We developed an in-depth explainer video to demonstrate proper application and created a series of short-form videos for social platforms, crafted to answer practical questions, resolve concerns, and guide parents from curiosity to trial.
Results
Rapid adoption and immediate market penetration
Algohox quickly gained the trust of parents, driving high pharmacy demand nationwide within the first weeks of launch. The campaign delivered strong awareness and engagement, effectively explaining a completely new method of fever relief and lowering the barriers to trial.
Algotech secured early leadership in a category that is only just emerging, establishing a solid foundation for the expansion of the product line.