Elmwood tackles “butt health” stigma for haemorrhoids treatment brand Preparation H

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New branding work for Preparation H resists “cold” medical terminology and leans into the humorous side of treatment.
Preparation H, a leading haemorrhoids treatment brand that has been around since the 1920s, has revealed an updated brand expression that aims to tackle the stigma around “butt health”.

Working with global design consultancy Elmwood, they developed new visuals for their product that will help to future-proof its strong position within the market.

To do so, Elmwood tapped into the “shame” surrounding the medical condition, playing on the fact that, even though many people will experience haemorrhoids at some point in their life, few are willing to talk about it.



In response, they created a series of light-hearted and shareable illustrations, animations, and images that attempt to normalise the conversation and make it an accessible topic.

These can be found on Preparation H’s social media channels and on a microsite built by ad agency Grey Group, which allows customers to create personalised Valentine’s Day cards featuring images and messaging from the project.

The latter comes in addition to the new brand visuals and seeks to tackle the subject through tongue-in-cheek uses of language, explains the Elmwood design team.

What do you think of the updated brand work? Let us know in the comments below. 

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