The household, health and personal care giant has appointed hsd communications, which already works on its heartburn and indigestion remedy Gaviscon Advance, to handle the campaign, which will involve promoting Fybogel to district nurses.
The campaign is aimed at positioning Fybogel as the ‘preferred treatment in the market’, specifically to increase use within the NHS, according to RB brand manager Annaliese Curtis.
Curtis said hsd would aim to reverse ‘negative perceptions’ about the taste of Fybogel, which has just been reformulated, and to encourage GPs and nurses to ‘treat constipation in a preventive manner’.
The agency will also handle ad hoc PR for sister brand Senokot. Fybogel ‘maintains regularity’, while Senokot is ‘good [to clear] that initial blockage’, according to Curtis.
RB formerly used Nexus Communications to promote its constipation brands in the OTC market; this work is now handled in-house.