Gas-X Would You Rather?: Hacking the IG Stories Platform

Over-the-counter brand Gas-X used a social and digital campaign rooted in Instagram Stories to change its brand message and appeal to female consumers in the US.

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...

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