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...