Pepto-Bismol: The little pink bottle that everybody thought they knew

Pepto-Bismol generated sales growth through this campaign by encouraging American customers to use the product more often.

Pepto-Bismol: The little pink bottle that everybody thought they knew

Publicis

This isn't a story about a killer insight and an inspiring creative brief.

It's a story about how planning can find creative and insightful ways of looking at every part of the strategic journey.

Pepto-Bismol had everything going for it, except it wasn't growing. We defined an insightful objective: Get everyone who already has it to use it just one more time to generate double-digit growth.

We uncovered the insight that every attempt to do this in the past produced the opposite effect. In fact, the brand's famous past...

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