Romanian Armada speaks about organic cotton, in a campaign for Lady Anion


Romanian agency Armada managed the campaign for Lady Anion, a new brand of feminine pads using organic cotton that entered a Romanian feminine hygiene market.

As the market segment where Lady Anion is active  is characterized by strong competition, Armada researched to see what women want from the pads they use.

After finding out women’s opinions, Armada developed an integrated communication campaign that combined multiple mediums, ATL and BTL, in order to tell Lady Anion’s story. Among the achievements of the campaign are Lady Anion’s website (innovative design, newest programming, parallax scrolling), indoor activation in Salon TV network (informative slides about organic cotton used for the pads – 45 locations, 148 screens, 6.360 broadcasts a day), in tore communication (talking device calling women to the shelf and sampling), online campaign targeting big online women communities (with advertorials and interactive contests), product inserts and advertorials in Romanian magazines Beau Monde and OK!, PR Blitz, TV campaign.

We are working together with Armada’s team. We are all young and eager to work and that is visible also in results. On the communication side, they are completely free, while we are working to get our place on the market and enlarge our distribution network. Until now, we’re very happy with the results and have big plans for later

Radu Mihai,

Sales Director  Perfect Care Distribution.

We are talking about a market with 2 very powerful leaders. And still, the product brings novelty; it is the first organic cotton pad. We built therefor a strategy to communicate this benefit with an unconventional approach, from the shelf that calls for you to the website made in a last generation format. For a first part of the communication, we wanted women to find out about this products’ existence and test it. We are preparing a branding campaign for the next period

Tiberiu Tuluca,

General Manager Armada.

Armada team working on the campaign included Silvia Dumitru – Art Direction & Design, Loredana Marin – Copy, Maria Bucur – Strategy and Project Management and Adrian Albu – Creative Director

Armada is a Romanian independent advertising agency founded in 2012 by Tiberiu Tuluca – General Manager and Adrian Albu – creative director. The 2 formed a team from the very start and have complementary expertize  (Tiberiu – over 12 years in new business and sales and Adrian – 12 years of ad creativity, with the last 9 as Senior Copywriter & Creative Officer Propaganda).