Rusu+Borțun and Biofarm launch the new SennaLax Rapid Campaign, built around comfort
Following a competitive pitch held in April, Romanian brand strategy and creative agency Rusu+Borțun has been appointed as the agency for Biofarm’s SennaLax brand. SennaLax Rapid is the fifth Biofarm brand won by Rusu+Borțun through a pitch, following Bixtonim, Nonflatin, Biofen and Bioflu, further strengthening the collaboration between the two companies.
Built on a consumer insight, the new communication platform shifts the conversation in the laxative category from pure effectiveness to comfort throughout the experience. With this positioning, SennaLax Rapid claims a distinctive brand territory in a category where most products communicate almost exclusively about delivering results.
The category is dominated by promises of speed and effectiveness—almost every product claims to “solve the problem.” SennaLax Rapid’s communication strategy starts from a simple insight: while many products work, not all of them provide a comfortable experience. The choice is not only about the outcome, but also about how you feel along the way. SennaLax Rapid therefore combines fast relief with comfort in a way that is simple, memorable and easy to understand.
“When you’re genuinely curious about what consumers have to say, when you actually talk to people in your target audience, and when you work alongside people who truly enjoy what they do, good things happen. In a market dominated by promises of speed and effectiveness, we chose to talk about comfort instead. And comfort is quite a rich visual territory when you’re talking about sitting down: SennaLax Rapid provides fast and comfortable relief from constipation. We’re grateful for the trust and the partnership. Working with passionate people who always strive to go the extra mile motivates us to do our best work.” says Cătălin Rusu, Chief Creative Officer, Rusu+Borțun.
The new campaign brings this strategy to life through a simple and memorable execution. The main character tries several chairs, each promising comfort in a different way, until finding the perfect one. The metaphor illustrates the difference between simply getting the job done and enjoying the complete, comfortable experience offered by SennaLax Rapid.
“The laxative category is one where meaningful differentiation is difficult to achieve, as communication promises are often very similar. We wanted a platform that would express a relevant consumer benefit while reflecting a genuine product advantage. Rusu+Borțun identified a simple yet powerful insight, transforming comfort into a clear, memorable and easy-to-understand brand territory. We’re delighted to launch this campaign together and continue building a partnership based on trust and results.” says Andreea Lefter, Senior Brand Manager, Biofarm Romania.
The campaign is rolling out across TV, outdoor, point-of-sale and digital channels.
Credits
Biofarm
- Marketing Manager: Ioana Goranescu
- Senior Brand Manager: Andreea-Luciana Lefter
- Marketing Services Manager: Gabriela Orășanu
Rusu+Borțun
- Creative Director: Cătălin Rusu
- Senior Creative: Ștefan Vasilachi
Multimedia Est
- Producer: Cătălin Ionescu
- Director: Alma Buhagiar
- Director of Photography: Codruța Corocea
- Editor: Ioan Grumăzescu
- Colourist: Andu Radu
- Set Designer: Adela Giurcăneanu
- Stylist: Lidia Litvinova
- Photographer: Florin Ghenade
- Post-Production Coordinators: Mădălina Andreea Gugiu, Eliza Rădulescu
About Rusu+Borțun
Rusu+Borțun is an independent brand strategy and creative agency recognised at international and local festivals including Golden Drum, ADC Europe Awards, REBRAND 100 Global Awards, Effie Awards, ADCRO Awards, SABRE Awards, Romanian PR Awards and Cresta Awards. In 2025, the agency was named Independent Agency of the Year at the ADCRO Awards and ranked second among Romania’s most creative agencies.
Founded in 2008, Rusu+Borțun brings together advertising, branding (through Brand Growers) and digital services to help businesses unlock entrepreneurial and intrapreneurial growth.
Recent clients include Novere Capital, IB Cargo, ZYX Publishing Group (HotNews, ZYX Books), Biofarm (Bixtonim, Bioflu, Biofen, Nonflatin), Orkla Foods Romania, Scala Assistance (LetzPay), Bucharest International School of Management (BISM), Cris-Tim Family Group, Let’s Cook by Ingredibio, Renew Institute, Carmistin – The Food Company (LaProvincia), Zăganu, DBO, Apollo111 Cultural Centre, ALBUSH Ice Cream, the IUBI40 community, OISTAT and the Bucharest Scenography Biennale.
About Biofarm
Biofarm is one of Romania’s longest-established pharmaceutical manufacturers and dietary supplement producers. For more than 100 years, the company has been supporting healthcare professionals in developing solutions that improve people’s health and wellbeing. Today, Biofarm ranks among the country’s top ten pharmaceutical manufacturers, with a competitive portfolio covering 65 therapeutic areas while continuously investing in research and development, as well as integrated marketing, commercial and media campaigns for its brands.