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...