Preparation H: Back There Care Campaign

Preparation H, a haemorrhoids treatment cream, increased brand awareness among young male consumers in the US by launching digital placement ads and repurposing viral videos within branded ads.

Campaign details

Brand: Preparation HAgency: Revolution Digital

Strategy

Objective

With nearly 100 years of expert butt care under its belt, Preparation H found itself at a crossroads in 2019. While it was the #1 hemorrhoid brand with 60% market share and a loyal base of older buyers, it was losing relevance with a large group of younger, male-skewing consumers suffering in silence, often unaware of the brand, in denial of their symptoms, or too embarrassed to buy Preparation H products.

Despite this troubling shift, other converging market trends indicated white space opportunities for the brand. The butt...

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