Buscopan Crashes London Fashion Week with Clever Audience-Targeted Campaign

Healthcare brand Buscopan has made a unique foray into London Fashion Week with ‘Fashion Cramps,’ a campaign using high fashion photography to draw attention to the pain of Irritable Bowel Syndrome (IBS). Leveraging clever audience targeting on social media and areas around London Fashion Week, Buscopan is seamlessly integrating itself into high-end fashion with ads that feature editorial-styled fashion imagery. This unique approach signals a major effort for the Buscopan brand to bring the brand into popular culture, as an estimated 10% of the global population struggles with IBS. The campaign was created in collaboration with leading relationship marketing and martech agency, MRM Spain.

The campaign’s key visuals cleverly play on posing that’s ubiquitous in fashion to draw parallels between the stress models endure and the physical discomfort faced by those suffering from IBS and abdominal cramps.

The effort tapped fashion photographers from Q&Cumber to bring the editorial-themed fashion shoot to life. In addition to the hyper-targeted ads that will reach users via social media, ‘Fashion Cramps’ will continue to live beyond Fashion Week with special placements across the industry’s leading magazines (Vogue, Cosmopolitan, Elle, ES Magazine), along with digital out-of-home at London fashion hotspots such as Oxford Street.

“We as Buscopan hope that this campaign will help steer us to our larger goal of affirming Buscopan as an innovative category leader, where we have a space to play a meaningful role in people’s lives – extending the boundaries, possibilities and relevance as a healthcare brand,” said Isabel Robaina, Sanofi global sub-category lead digestive wellness - abdominal cramps, Consumer Healthcare.

MRM Spain chief creative officer Félix del Valle added, “Healthcare marketing doesn’t always need to look like healthcare marketing. We’re so excited to help Buscopan make a debut in such a fresh way. London Fashion Week was the perfect moment for ‘Fashion Cramps,’ due to the intertwined relationships that exist between models during this high-stress event, and the stress-induced symptoms of those suffering from the abdominal issues that Buscopan seeks to alleviate.”