Challenge: Reinvigorate the brand around a new, modern positioning.
Newsflash: Hemorrhoids aren’t exactly a top conversation starter. So, we needed to figure out how to bridge the gap between discomfort and discussion. Through research, we uncovered a key insight that applying smart humor to an “uncomfortable” conversation can, in fact, reposition the brand as more relatable to sufferers, making them feel more connected to the brand and more willing to purchase.
Knowing this, we created a short series of digital videos that infused smart humor, all tackling the uncomfortable subject matter in an engaging and benchmark-exceeding way.
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