Anusol: How bold use of insight unlocked record growth and social good

Anusol, a brand of medication used to treat haemorrhoids, reduced the stigma surrounding the condition with its fun, cheeky campaign in the UK.

Executive Summary

We saw an opportunity, as category leader, to be the first brand to normalise haemorrhoids. Our objectives were to take on the ignorance and shame surrounding the condition, and drive growth by helping people to understand that they can treat it with Anusol.

But the taboo surrounding all things anal is a powerful and profound one. So powerful, that sufferers would rather not be able to sit down than engage with the issue.

And Anusol didn't seem a likely taboo-smashing candidate. Research found that while the brand was trusted, it was felt to be clinical, rational...

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Insights Team
Bray Leino

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