ABOUT

Preparation H is America's #1 brand for hemorrhoid treatment, available since the 1920s. Facing increasing competition, the brand wanted to challenge taboos associated with butt health and appeal to all consumers.

Most people will experience hemorrhoids at some point, but there's a shame associated with talking about it openly. We wanted to tackle this taboo head-on to future-proof Preparation H.

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.