Preperation H

The intent

To break taboos and engage new audiences by redefining Preparation H as an approachable, confident brand that brings comfort and humor to a universal health issue.

75% of people will suffer from hemorrhoids during their life. Ouch

The challenge

Preparation H has been around since the 1920s, and is America’s #1 brand for hemorrhoid treatment — but it was facing increasing competition. We set out to boldly break through the noise by starting a new conversation: one centered around challenging the outdated and overplayed taboos of butt health.

The idea

The harsh reality is that most people will experience hemorrhoids at some point in their lives. So why be ashamed to talk about it? We brought the brand to a bold new frontier by tackling this taboo head-on, with a positioning anchored in a simple idea: “Care for back there.” The refreshed brand embraces humor to challenge the stigma surrounding hemorrhoid treatment, fostering approachability and openness while maintaining the confidence of a long-respected brand.

We brought the brand to a bold new frontier by tackling the taboo of hemorrhoids head-on.

The impact

Preparation H has a unique place in the market. There was an opportunity to enhance this by creating a brand expression that is built on humor to challenge the stigma associated with this area of health. With the new assets we created, Preparation H now has a reinvigorated brand that builds awareness across a broader demographic and signals change to the consumer.