Preparation H

Finding comfort in the uncomfortable

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. 

  • New York 10:06 AM
  • London 03:06 PM
  • Singapore 10:06 PM
  • Shanghai 10:06 PM
ComfortUncomfortable

The Tension

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

The Power

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.