Pepto-Bismol
For this campaign, I was tasked with creating a brief for medicine brand Pepto-Bismol's kids product as well as create a print ad mockup of what creative execution would look like. This was created in collaboration with Brianna Ramos.
Objective
Drive awareness and trial of Pepto-Bismol Kids Chewables by showing that it delivers fast, effective relief without the bad taste and smell often associated with stomach medicine — making it a choice both parents and kids can feel good about.
Audience
The target audience for Pepto Bismol Kids Chewables is made up of everyday parents and caregivers — mostly moms, but also dads, grandparents, and guardians. They are between 25 and 45 years old, caring for children ages 2 to 11. These caregivers often live in low to middle-income households. They’re busy people trying to balance work life, family, and everything in between.
They know that stomach aches happen. Whether it's from junk food, a long car ride, or just sensitive stomachs, these caregivers need a safe, fast, and easy way to help their child feel better. They seek simple relief and want to avoid messy medicines, looking for a reliable solution that calms both children and parents.
Business Problem
For years, regular Pepto-Bismol has gained the reputation of having poor taste and strong smell, leading people to not want to buy any of their new products. This reputation has cost a drop in sales and company reputation.
Human problem
Oftentimes taking stomach relief medicine is just as nauseating as the stomach medicine itself.
Insight
The only thing worse than taking Pepto is watching your kid take it.
Brand Truth
Pepto kids provide all the relief without the smell.
Strategic proposition
We’ll show that Pepto Kids is medicine your kid doesn’t need to pinch their nose for.
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Concept
Relief Starts With Good Taste- After looking at the strategy, we realized that at the center of this campaign was that Pepto-Bismol Kids simply tastes good. In a sea of bad-tasting, weird-smelling stomach relief medicine, picking Pepto-Bismol Kids is not only a sign of having good taste in medicine, but also allows stomach relief to start with a good, bubble-gum flavored taste. This concept repositions Pepto Bismol as medicine that tastes and smells as good as the relief it brings.
Print mockup
