Campaign details
Brand: Gas-XLead Agency: Weber ShandwickRegion: North America
Objective
Gas-X is an over-the-counter medicine that offers fast, effective relief from pressure, bloating or discomfort commonly referred to as gas. Gas-X is a brand built on humor since gas lends itself easily to be the butt of all jokes, and typically used slapstick, self-deprecating jokes.
But when we conducted an audit of our social media content, we found that 62% of the brand's audience are women, and that women were seeing the brand's humor as mocking sufferers' physical and emotional discomfort. Women are humiliated, not...