How Insights Fuel Innovation: A Series

At P&G, we believe that the best ideas come from truly listening to the people who use our products. It’s the insights we gain from their experiences which guide us in creating products that make life a little better and easier, in small but meaningful ways.

This year, we’re excited to share some fantastic innovations that have hit the UK market – and throughout this series, you’ll hear directly from our brand teams as they share stories about the inspiration behind these innovations, more about the products themselves, as well as the creative ways we brought them to life.

One standout product is Pepto-Bismol, and we caught up with Sophie Spring, the Brand Director for Pepto-Bismol, to hear more about its relaunch:

“Putting the consumer first was our priority. With Pepto, we discovered how important it is to provide an effective treatment that people can trust, especially when they’re dealing with multiple uncomfortable symptoms,” says Sophie.

Pepto-Bismol, a trusted name in gastrointestinal relief, made its much-anticipated return to the UK market in January 2025. Why? Because we know that about 60% of people experience gastrointestinal issues at least once a year*, and many struggle to pinpoint their symptoms.

Our research showed that many people experience discomfort, but find it tough to identify what's really going on - with many individuals feeling confused about their symptoms, or dealing with several at once. With most products already on the market targeting single symptoms, Pepto-Bismol’s multi-symptom relief option fills a crucial gap, offering a comprehensive solution for those who felt overlooked by traditional remedies.

The relaunch strategy for Pepto-Bismol was extensive and impactful. “We created fun, engaging content, like Pepto’s catchy advertising jingle, which not only got people talking but also helped break the stigma around gastrointestinal issues - a subject often completely avoided in conversation,” Sophie adds.

A key part of P&G’s growth strategy is reaching new customers, and it was exciting to see that a significant portion of Pepto’s early sales came from people who had previously not bought into the category. This showed that our launch was on the right track!

“The success of Pepto’s relaunch is truly a team effort,” Sophie reflects. “From our regulatory and medical teams, who helped transition Pepto from behind-the-counter status to general sales, to our commercial and product supply teams working tirelessly to meet unexpected demand, this was a real collaborative achievement.”

We also caught up with Amelia Seddon, an Account Manager on the business, who reflected on the launch: “Bringing Pepto to our retail partners was exciting. The data clearly showed that people wanted and needed this product. Working with our partners to launch it both in-store and online was not just fun but also rewarding. Pepto has such a strong brand identity, and it was satisfying to walk into lots of stores and see the vibrant signature Pepto pink everywhere!”

Curious about how Pepto-Bismol can help you?

You can find it at all major UK supermarkets or check out Pepto's website for more information about its benefits.