Senokot: The transformation of a constipation remedy to an inner-health product - IPA Effectiveness Awards Case Study 2005

Brief Description: Although already brand leader, research proved that there was untapped potential for the Senokot brand. The challenge was to make sufferers realise the benefits of prompt effective treatment, and that Senokot is an inner health product rather than simply a constipation product. An empathetic, authoritative and educational approach was taken using a metaphor of a handbag carrying waste food around to communicate that taking Senokot and fixing the problem is better than keeping your body constipated for days. The advertising increased brand awareness and also changed behaviour; value sales increased and the highest ever brand share was achieved - 34.1%, up from 30.5%. ;---(TAGS)--- Full Title: Senokot - the transformation of a constipation remedy to an inner-health product ; Number: 2005/12 ; Brand Name: Senokot ; Client: Reckitt Benckiser ; IPA_ProductCoding: Pharmaceuticals (Digestive remedies) ; Agency: CheethamBell JWT ; Author: Lucy Lorimer, Beth Hughes ;