When Comfort Comes First
Following a pitch, we partnered with Biofarm to develop the new communication platform for SennaLax Rapid, the fifth Biofarm brand entrusted to us after Bixtonim, Nonflatin, Biofen and Bioflu.
A category where everyone says the same thing
The laxative category has long been dominated by one promise: speed. Almost every product claims to solve the problem quickly, making meaningful differentiation increasingly difficult.
Rather than repeating what the category was already saying, we looked for a consumer insight that could open up a distinctive brand territory.
We found it in a simple truth: while many products deliver fast relief, not all of them offer a comfortable experience. People don’t only care about the outcome—they also care about how they feel throughout the process.
That insight became the foundation of SennaLax Rapid’s new positioning, combining speed with comfort in a way that is relevant, memorable and easy to understand.
Finding the right chair
To bring the strategy to life, we turned the chair into the campaign’s central visual metaphor.
The film follows a woman trying one chair after another until she finds the one that finally feels right. Just like choosing the right laxative, comfort matters just as much as effectiveness.
With a simple visual story, we gave SennaLax Rapid a distinctive voice in one of the most functional OTC categories.
“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. Comfort turned out to be a surprisingly rich visual territory when you’re talking about sitting down.
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.”
Cătălin Rusu, Chief Creative Officer, Rusu+Borțun
“Differentiation in the laxative category is increasingly difficult, so we needed a platform that could communicate a genuine product advantage in a memorable way. By shifting the conversation from speed alone to comfort, this campaign gives SennaLax Rapid a distinctive voice while staying true to a meaningful consumer benefit.”
Andreea-Luciana Lefter, Senior Brand Manager, Biofarm Romania
The campaign is currently running across TV, outdoor, point-of-sale and digital channels, introducing a new brand territory built around one simple idea: fast relief should also feel comfortable.