CLIENT
Opella Healthcare a Sanofi company
Paulina Płatek-Drążczyk, Brand Lead, Dulco
Aleksandra Rybarska, Category Lead, Digestive and Physical&Mental Wellness
Monika Banaś-Jankowska, Growth Hub Head Poland
Anna Humięcka, General Manager Poland
Dorota Jaworska, Consumer and Market Insight Lead
Agata Sołdatow, Brand Lead Europe
Beata Kaczyńska, Shopper Lead
Anna Gałuszka-Godek, New Business and Innovation Lead
AGENCY
FCB Health Spark (formerly IPG Health Spark Warsaw) | An IPG Health Associate Company *Lead Agency
Anna Konopka, Account Director
Mariusz Otowski, President of the Management Board
Adam Radziun, Creative Leader
Michał Pstrucha, Senior Copywriter
Anna Midor, Strategic Planner
Aleksandra Merecz, Senior Copywriter
Adam Stasiak, Strategic Planner
PHD Media Direction Sp. z o.o / PHD
Katarzyna Szulc, Media Manager
Andrzej Kowalewicz, Client Partner
Laura Strasz, Senior Communications Planner
Xymen Zamerska, Media Manager
Szymon Kukanow, Managing Partner
SUMMARY
Although 7.5 million Poles experience constipation at least once a month, talking about it is embarrassing - while conversation is key to finding the right solution. Based on our strategy "Break the Taboo" we created bold communication that directly talks about what the competition has been silencing for years. Effects? From being market’s #2 with aided awareness less than half of eternal market leader – Xenna - we became market’s #1 reducing our awareness gap to Xenna by half. Additionally, we made Poles suffering from constipation talk about it more.
