Senokot - Life begins at 50

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!


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...