Pepto-Bismol: From symptoms to occasions

Category: Healthcare, OTC
Brand/Client: Pepto-Bismol / Procter & Gamble
Lead Agencies: Publicis, SMG
Contributing Agencies: Possible Worldwide, Saatchi & Saatchi X, MSL

Strategic Challenge

Pepto-Bismol is a great brand with a lot going for it: near universal awareness; great equity; famous advertising with a jingle that most people can still sing (Nausea, heartburn, indigestion, upset stomach, diarrhea. Yay, Pepto-Bismol!); everyone remembers being given it by their mom as a kid and the brand is often referenced in pop culture. It's every Brand Manager's dream.

But both the brand and the category were in decline. Adding to our woes, the brand's decline meant a budget decrease which

Objectives

Solving a usage problem to generate more purchase

We had a usage problem. We also literally saw this when we went into consumers' homes and saw many dusty, expired bottles in bathrooms.