Anusol: Bum’s the word, don’t follow the herd

Anusol, a haemorrhoid treatment brand, launched the film, The Cheeky Diagnosis, during its five-year campaign to tackle the ignorance and shame surrounding piles and drive meaningful growth by making it normal to treat.

The value of challenging the reinvention convention

Bums. We don't tend to talk about them. And it meant that piles sufferers were so embarrassed that they'd rather not be able to sit down than get treatment.

We saw an opportunity to tackle the taboo, stop this needless suffering, and build the brand.

And we did all that by having the brazen cheek to challenge every convention.

We made a serious market leader behave like a playful challenger.

We were right smart-arses when it came to inventive insight-finding.

We busted healthcare category norms that said a serious pain in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands