Gas-X: Finding the female gaze in fart jokes

Gas-X, an over-the-counter medication, changed its use of humour on social media to appeal to women in the US.

Campaign details

Brand: Gas-X Brand owner: GSK Lead agency: Weber Shandwick NY Contributing agencies: PHD Media Country: United States Industries: Non-prescription, OTC products Media channels: Social media Budget: Up to 500k

Executive summary

"I don't far" – Kim Kardashian West, speaking on the Jimmy Kimmel Show

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