Senokot: The transformation of a constipation remedy to an inner-health product

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