Client: Janssen Pharmaceutical Ltd Product: Arret - for diarrhoea BACKGROUND Arret is the ‘over the counter’ version of the prescription drug Loperamide, generally regarded as the most effective treatment for diarrhoea. A humorous, creative approach was conceived to advertise the product featuring ‘Harold’, a cartoon character, who was an over indulgent, middle aged man, who acted as a ‘displacement figure’ for this embarrassing problem - diarrhoea isn’t funny if you have it, but it’s fun to laugh at someone else who does have it. A further advantage creatively was that Harold could be portrayed suffering not only on holiday but at other times of the year, particularly at Christmas, when over indulgence is very likely and therefore a need for an effective remedy is vital. The campaign was launched with a 30 second TV commercial and intensive poster and press advertising and substantial point of sale support. The campaign was very well received and highly successful because of having the necessary ‘legs’ in more ways than one!