Senokot - Life begins at 50

David Donaghue

Campaign (2000-1) to revitalise a 50-year-old brand in the stagnant laxative category. Research showed that many more people treat constipation with diet than laxative, and that most sufferers are female; attitudes to laxatives are negative.
Agency: McCann-Erickson Healthcare UK Ltd.Author: David Donaghue

Life Begins At Fifty!

Senokot

This is the story of the revitalisation of a 50-year-old brand and the previously stagnant laxative category. Revitalisation, borne out of the most intimate understanding of our target consumer.

'Dreams' is the first execution of Senokot's new communication strategy, with a mission to bring new users into this category whilst enhancing its image amongst those already in it.

Not an easy task, given the sensitivities of the category, but the new campaign has opened a dialogue with a previously disinterested and prejudiced female audience who...

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