Campaign details
Brand: Preparation HAgency: Revolution Digital
Strategy
Objective
With nearly 100 years of expert butt care under its belt, Preparation H found itself at a crossroads in 2019. While it was the #1 hemorrhoid brand with 60% market share and a loyal base of older buyers, it was losing relevance with a large group of younger, male-skewing consumers suffering in silence, often unaware of the brand, in denial of their symptoms, or too embarrassed to buy Preparation H products.
Despite this troubling shift, other converging market trends indicated white space opportunities for the brand. The butt...