Fybogel - Fresh Fybothinking encourages everyone to keep an open mind

This case study relates the success of a campaign for Fybogel, a 30 year old brand manufactured by Reckitt Benckiser Healthcare, prescribed for a variety of fibre-related conditions, such as constipation.
Agency: Cheetham Bell JWT

Fybogel - Fresh Fybothinking Encourages Everyone to Keep an Open Mind

INTRODUCTION

Fybogel is a 30 year old brand, manufactured by Reckitt Benckiser Healthcare and is prescribed for a variety of fibre-related conditions, such as constipation. This paper looks at advertising Fybogel within the restrictions of the NHS environment – no fancy TV ads, huge outdoor posters or glossy magazine ads, but trade press ads, a small supporting sales force and a strong campaign idea were needed to rejuvenate an old, out of date brand in long term gradual decline.

BACKGROUND

The NHS advertising environment...

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