RB puts Senokot brief up for pitch

Reckitt Benckiser (RB) is planning to draft in consumer PR agency support for its Senokot range of constipation treatments.

The firm has already held discussions with PR agencies over a contract to promote the product – the top-selling constipation remedy in the UK.

The campaign will help support RB’s ongoing Senokot TV ad campaign, which uses images of a woman tipping food into her handbag at mealtimes, until she is in obvious discomfort, as a metaphor for people’s digestive systems.

The Senokot range includes tablets, syrup and Senokot Hi-Fibre – a drink in orange and lemon flavours – and was relaunched last year with new packaging.

RB has formerly used agencies such as Nexus Communications to promote its constipation brands in the OTC market but took the work in-house last year.

RB senior brand manager Beth Hughes confirmed that agencies had been contacted about a Senokot contract but stressed that the nature of any planned campaign was ‘still in the early [planning] stages’; nonetheless it is understood that two agencies have been shortlisted for the contract.

RB continues to use hsd communications to promote sister constipation treatment Fybogel to healthcare professionals.

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