Pepto Bismol: The Boy Raised By Goats

This case study details how Procter & Gamble, a consumer goods company, advertised its Pepto Bismol gastrointestinal medicine in the US with a humorous campaign.

Pepto Bismol: The Boy Raised By Goats

Agency: Publicis NY

Campaign summary

This case study by US multinational consumer goods company P&G for Pepto Bismol, its OTC, oral gastrointestinal medicine, sets out to break the marketing mold. In place of a typical digestive healthcare commercial, "The Boy Raised By Goats" is a three and-a-half minute, branded movie that tells the story of a boy whose adopted parents are goats, his ensuing boats of indigestion from eating goat food (junk, literally) and the stomach settling effects of Pepto-Bismol. The film's likability as well as its iconoclastic, coming-of-age, and inclusiveness message is...

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