You can view videos online by purchasing a subscription.
Videos are not available for download. Some cases only have a video.
If there is no written PDF, only the video is available for the case.
Subscribe here
Anusol
Bum's The Word: how Anusol smashed taboos and unlocked record growth
RAN IN: United Kingdom
AGENCY
KIT ALTIN, Lead strategist
Wavemaker
SUMMARY
Haemorrhoids were so shrouded in shame that sufferers would rather not be able to sit down than engage with the problem. Despite this, The Cheeky Diagnosis recruited new users, and stole users from competitors – driving a historic share high. It repositioned Anusol from clinical brand to taboo-smasher, driving positive brand perceptions. It demonstrates how bold creativity grants a lasting brand halo, and can support a phenomenally successful new product launch even as marketing spend decreased every year. This is a story of going bold and staying bold.
CASE VIDEO
Language: English
