Anusol, Bum's The Word: How a market leader behaved like a challenger to tackle a sore subject

Anusol, a haemorrhoid treatment brand, launched a TVC in the UK that used images of various foods to highlight the symptoms that Anusol helps treat and to stop consumers feeling embarrassed by the condition.

Campaign details

Brand: AnusolAdvertiser: Church & DwightEntrant: MSQ PartnersPrincipal author: Kit Altin, MSQ PartnersContributing authors: Sam Dempsey, MSQ Partners; Roxana Herteliu-Iftode, Church & Dwight; Ewa Karmowska, Church & Dwight; Michael Benson, Church & Dwight

Introduction

How do you build your brand when the condition it treats is so embarrassing that sufferers would rather not be able to sit down than seek help?

Bums. We don't tend to talk about them. And it means that haemorrhoid sufferers end up delaying treatment, sometimes forever.

As category leader, Anusol saw an opportunity...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands