If you look at one haemorrhoid cream brand extension today, make it this one

Design consultancy Elmwood is behind a brand expression using cheeky designs and illustrated ass-ets to challenge the stigma around butt health.

9 March 2022

You may not have ever paid too much attention to what brand of haemorrhoid cream you pick up off the shelf on a dash of shame to the self-checkout machine, but Elmwood’s new brand expression for Preparation H is going to change that. The design consultancy is also hoping to change that dash of shame into a stride of pride, with designs that leverage humour to tackle embarrassment around butt health.

“From the start, the tension facing Preparation H was clear,” explains a release from Elmwood. “Most people will experience haemorrhoids at some point, but there’s a shame attached to talking about it openly.” The consultancy saw an opportunity to tackle the taboo head-on, opting for funny, relatable designs. “Highly shareable” illustrations and animations from Elmwood form the basis for Preparation H’s wider brand comms, helping to appeal to a wider range of customers.

Avoiding cold medical language, colloquialisms like “derriere”, and the delightfully rarer “keister”, appear throughout the copy, alongside captions such as: “Your butt is behind you no matter what”. The release explains this sense of “playful confidence” also translates into a quirky typeface for the brand.

Bizarrely, in addition to the hilarious new brand expression, ad agency Grey Group has built a microsite for Preparation H that allows customers to create personalised butt-related Valentine’s Day cards for their loved ones. Visitors to the site will be met with the tag lines: “Let your butt do the talking” and “Get to the bottom of your relationship.”

Krista Oraa, Elmwood’s creative director adds: “Preparation H has a unique place in the market. We knew there was an opportunity to enhance this by creating a brand expression that is built on humour 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.”

GalleryElmwood: Preparation H brand expression (Copyright © Preparation H, 2022)

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Elmwood: Preparation H brand expression (Copyright © Preparation H, 2022)

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Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. In January 2023, they became associate editor, predominantly working on partnership projects and contributing long-form pieces to It’s Nice That. Contact them about potential partnerships or story leads.

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