Litokol and Armando Testa invite the world to copy the new SafetyGel formula
Litokol, an Italian company and an international benchmark in the development of hi-tech technologies and solutions for the installation of ceramic tiles and natural stone, is taking another step in communicating its leadership in the industry. With more than fifty years of experience and a constant drive for research and development, Litokol is now bringing its innovative spirit to the forefront with its first national advertising campaign.
The protagonist of the print and social campaign is the new SafetyGel formula, the product that is revolutionising the way swimming pools, terraces and showers are waterproofed. Created by the Armando Testa agency, the campaign idea delivers a clear and direct provocation to the market: “Copy us.”
Visually, the SafetyGel package appears covered by a layer that has been cut and lifted, as if someone had tried to slice off a piece in order to copy it an awkward and ultimately unsuccessful attempt. It is a direct provocation to competitors: an invitation to imitate SafetyGel that in reality proves to be a challenge lost from the start. After all, copying is rarely a strategic choice; more often it is the result of a limitation. When you cannot create something original, there is only one option left: imitate those who can do it best. Unfortunately for would-be imitators, the formula has already been filed and is currently pending international patent protection.
With a clear and self-confident tone, the campaign highlights the features that make SafetyGel a true innovation in the sector: certified watertight performance up to 3 bar, a continuous waterproofing barrier with no need for tapes or sealing strips, easy roller application even while standing and crack-bridging, decoupling elasticity with elongation at break exceeding 500%.
The campaign has been on air since Monday, March 9, on Gazzetta dello Sport and across social media channels until the end of the football championship.
Credits
Client: Litokol
CEO & Head of Gel eXperience: Gian Luca Sghedoni
Corporate Communication Director: Stefania Piccioni
Agency: Armando Testa
Executive Creative Directors: Nicola Cellemme, Georgia Ferraro
Creative Team: Edoardo Camerra, Mariacarmen Ranieri
Head of Client Service Milan: Emanuele Cicogna Mozzoni
Client Service: Gaia Salandrini
